“It’s the thought of being young” a lyric from “Permission to Dance”, sung by Jungkook at the podium of the United Nations General Assembly (UNGA), has rejuvenated the way diplomacy is carried out. BTS ruled the internet on Monday as they gave their speech at the UN assembly on the Sustainable Development Goals (SDGs), streamed online on the United Nation’s YouTube channel.

Usually attended only by policymakers and scholars, BTS has broken norms, with their speech reaching more than 1 million people, dominated by youth, who eagerly streamed the 76^th session of the UNGA and shared it to their social media.

BTS has undoubtedly boosted young people’s awareness of the SDGs. As South Korean President Moon Jae-in stated in his opening speech, “together with BTS, the first ever special envoy from the private sector, I hope today’s gathering will serve as an opportunity to mobilize the future generation’s goodwill and action toward sustainable development.”  

Through BTS, the UN aimed to further its cause and maintain its relevancy for the younger generation. The COVID-19 pandemic, and the border closures it brought, has reduced international interaction and increased the challenges governments face in managing international cooperation. Yet throughout the pandemic, BTS has provided comfort and relief for young people through their heart warming and energizing Butter album and newly released song “Permission to Dance”. Through their music, K-pop crazed youth have found a source of euphoria during this unpredictable pandemic.

With BTS’ presence at the assembly, awareness of the international organization that has existed over seven decades has increased, as well as interest in rebuilding international cooperation and diplomacy. In recent years, with the failure to solve protracted conflicts, such as in the Middle East, Sub-Sahara Africa and more recently Afghanistan, as well as the issue du jour the COVID-19 pandemic, the usefulness of the UN has been put into in question. This has especially been the case for the current generation that did not experience the direct impact of the UN in post-World War rebuilding.

Allowing BTS to share their views, including speaking on the situation for young people as the “COVID-19 lost generation”, shed a ray of hope for the pandemic-ridden generation and invited the UN to become more relevant.

By inviting these inspirational youth figures, the UN has arguably achieved a greater audience. With more than 90 million fans worldwide (called the Armies) and the majority of them young adults, BTS has empowered young people to be more aware of their role in international matters, reminding them to fight for common issues such as climate change and the environment.

Popular

Government to permanently relocate 10,000 people after Ruang eruptions

Kokubo's injury time penalty save secures title for Japan

Residents fear for safety as Mount Ruang volcano erupts