In the early hours of February 6 at 6 a.m., dozens of fans bundled in padded coats, scarves, and gloves gathered outside Olympic Park in Bangi-dong, Seoul, braving the winter cold. They had arrived long before sunrise for G-Dragon’s first-ever solo fan meeting, hoping to secure good seats in what quickly turned into an “open run” line.
Anticipating the early crowd and long outdoor wait times, G-Dragon’s team prepared a surprise for fans: free walnut pastries. The treats were designed with a daisy flower on top, symbolizing his fashion brand PEACEMINUSONE. To keep the pastries warm despite the freezing weather, they were distributed via a food truck on site.
Among fans, the snack quickly earned the nickname “G-Dragon walnut pastries,” with long lines forming around the truck as attendees eagerly picked them up. The pastries were filled with chestnut for a sweeter flavor profile, reflecting consideration for the largely young female fan base. The daisy decorations placed on top of each pastry were made of chocolate. Throughout the venue, fans could be seen taking photos with the pastries, while social media filled with posts showing off G-Dragon’s thoughtful gift.
The walnut pastry project was produced by F&B company FG, which operates Boochangjegwa, in collaboration with the public interest JUSPEACE Foundation founded following G-Dragon’s copyright donation initiative. G-Dragon currently serves as the foundation’s honorary chairman. Boochangjegwa participated in providing the pastries with a focus on the foundation’s charitable mission.
An anecdote has also drawn attention: G-Dragon’s mother, who is known to enjoy red bean–based desserts, reportedly suggested walnut pastries as a meaningful gift for fans that would also carry a public interest purpose.
Following the strong fan response at the event, G-Dragon’s team and Boochangjegwa are now discussing the possibility of officially launching a new walnut pastry product. Insiders say the reaction exceeded expectations and that the dessert has strong market appeal for consumers seeking something new. Rather than focusing purely on commercial gains, both sides are reportedly considering ways to maintain a charitable angle, with a significant portion of potential sales being discussed as donations through G-Dragon’s foundation.
A distribution industry insider commented, “G-Dragon is an artist with overwhelming brand power across fashion and lifestyle. If the walnut pastries introduced at the fan meeting lead to a commercial product, this could become a representative example of a star-driven IP business.”
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