"G-Dragon’s Hoedugwa Jellies Become Official UNESCO Dessert"

The hoedugwa jelly brand Boochangjegwa will serve as an official partner at UNESCO’s top decision-making body. As the 48th session of the UNESCO World Heritage Committee takes place from July 19 to 29 at Busan Bexco, Boochangjegwa has agreed to provide these jellies to delegations from around the world.

This marks a historic event as the UNESCO World Heritage Committee is held in Korea for the first time. The committee is the highest decision-making body responsible for deciding on key matters related to the listing, preservation, and protection of World Heritage sites. It is the first time the committee has been held in Korea 38 years after the country joined the World Heritage Convention. Government delegations and cultural heritage experts from various countries will attend to discuss strategies for preserving and utilizing World Heritage sites.

During the event, Boochangjegwa will collaborate with G-Dragon’s philanthropic foundation, JusPeace. Together, they will operate a joint pop-up shop at the “K-Heritage House,” Korea’s pavilion, where the hoedugwa jellies will be baked on-site and offered to domestic and international delegations as well as visitors. These jellies gained popularity after being first introduced at G-Dragon’s fan meetings, selling out repeatedly at multiple pop-up events.

This partnership represents a model that combines K-desserts with philanthropic efforts, aiming to strengthen the brand’s competitiveness in overseas markets. A representative from Boochangjegwa said, “We are honored to participate as an official partner in the first UNESCO World Heritage Committee held in Korea. We expect this to be a meaningful project that not only introduces Korean dessert culture and the competitiveness of K-food to delegations worldwide but also conveys the value of World Heritage protection.”

In conjunction with the UNESCO World Heritage Committee, JusPeace is launching the “Heritage In Peace” World Heritage Fund campaign. This project seeks to establish heritage protection as a culture involving citizens and businesses alike and to raise awareness about the importance of the World Heritage Fund, with Boochangjegwa also serving as an official partner.

Building on this collaboration, both parties plan to introduce various Korean dessert series sequentially. Their goal is to enhance the brand’s competitiveness in overseas markets through this model that integrates Korean desserts with philanthropic activities.