"This Is Basically Merchandise, Not Just a Snack"...G-Dragon's "Reverse Gift" Walnut Pastries Create Buzz

Snacks Served at Fan Meeting Spread Across Social Media
Walnut Pastries with Daisy Decorations Co-Created with Buchang Bakery
Growing Expectations for Official Launch as On-Site Buzz Spreads

The "reverse gift" walnut pastries that singer G-Dragon presented to fans at his first solo fan meeting are continuing to generate buzz even after the event.

Singer G-Dragon handed out Hodugwaja as a "reverse gift" to fans at a fan meeting held on the 6th. Screenshot from Buchang Confectionery's Instagram · Galaxy Corporation

Although G-Dragon's fan meeting held at KSPO DOME in Songpa-gu, Seoul on February 6 started at 7 p.m., fans had been gathering in front of the venue since early morning, forming long queues. To accommodate fans who had to wait outside for long hours, the organizers prepared snacks, and the walnut pastries served at that time drew significant attention both on-site and online.

Taking the cold weather into consideration, the walnut pastries were served warm from a food truck, and on top of each pastry was a chocolate decoration in the shape of a daisy, symbolizing G-Dragon's fashion brand PEACEMINUSONE. All around the venue, fans were seen taking proof shots with the so-called "G-Dragon walnut pastries," and similar photos were continuously uploaded on social media (SNS).

Fans reacted by saying, "I was standing in line for so long, but getting this took all my fatigue away," "At this level, it's not just a snack, it's basically merchandise," and "We should call these G-Dragon walnut pastries." Even after the fan meeting, posts continued to appear saying, "If these are officially released, I definitely want to buy them," and "They were too precious to eat, so I just carried them home as they were."

The walnut pastries were produced by FG, a food and beverage company that operates Buchang Bakery, and are known to have been planned in collaboration with Just Peace, the public-interest foundation established by G-Dragon. At the fan meeting, there was also an event in which 100 won was donated in the name of the fan club for each social media post uploaded by fans who received the walnut pastries.

Screenshot of Buchang Confectionery's Instagram

The buzz has continued even after the fan meeting. Buchang Bakery recently posted an image of the walnut pastries served at the fan meeting on its official Instagram account, along with the phrase "coming soon." The post has been rapidly shared among fans and is drawing considerable attention.

The retail and distribution industry is also paying close attention to this collaboration. Given that the on-site response at the fan meeting was much hotter than expected, and that it combines existing brand recognition with G-Dragon's influence and a donation narrative, many expect a strong market response if the product is officially launched. In fact, G-Dragon already proved his product-driving power last year when the PEACEMINUSONE Highball, created in collaboration with convenience store chain CU, sold out within three days of its release.