How G-DRAGON Became a Global Cultural Icon: A Cultural Branding and Brand Identity Theory Perspective

This study analyzes the process through which G-Dragon transcended the traditional boundaries of an idol to establish himself as a global cultural icon by building a powerful brand identity, drawing on brand identity and cultural branding theories. Specifically, the study employs Holt’s theory of cultural branding, O'Reilly’s social constructionist approach to brand, and the brand identity frameworks proposed by Aaker and Kapferer to systematically examine the strategies and elements involved in the formation of G-Dragon’s brand identity. This study adopts a mixed-methods approach that includes analysis of Melon chart data, keyword frequency analysis, thematic analysis of song lyrics, and examination of secondary data such as music, fashion collaborations, CSR activities, and media appearances. Through this approach, the study identifies the key elements of G-Dragon’s brand essence, core identity, and extended identity. The findings indicate that G-Dragon positioned originality and artistic self-expression as essence of his brand, enabling his evolution from idol to artist and ultimately to global cultural icon. In particular, he adeptly captured cultural and societal tensions and contradictions, addressing them through innovative and rebellious narratives that fostered deep emotional connections with consumers, thereby cultivating a robust global fandom. Furthermore, through strategic collaborations with global brands, the adept use of digital media platforms, and active engagement in social responsibility initiatives, he effectively managed the extended aspects of his brand identity. By conducting an in-depth analysis of G-Dragon's case from the perspectives of brand identity formation and cultural branding, this study provides valuable academic and practical insights into the factors underpinning the success of personal artist brands. Additionally, it proposes policy recommendations aimed at enhancing the sustainable global competitiveness of K-pop and cultural brands in the future.