CreatripTeam

PEACEMINUSONE Highball, a premium drink from Brewguru designed and branded with input from K-pop star G-Dragon, served as an official sponsor product at the 2025 APEC Korea leaders’ summit. The beverage—launched in partnership with convenience chain CU (BGF Retail)—sold 10 million cans within six months and saw an initial batch of 880,000 cans sell out in three days, becoming a K-Lifestyle icon among the MZ generation. Three varieties of the highball were offered at the leaders’ dinner reception on October 31, drawing attention from attending heads of state and VIPs. Combining artistic design and Korean sensibilities, the product positions Korean premium spirits on the global stage; it is already sold in about 10 countries (including Taiwan, Hong Kong, Japan, the U.S., and China) with plans to expand to 20+ markets by next year. Earlier this year, a limited “Red Edition” Highball commemorated Aerospace Day, appealing to collectors. PEACEMINUSONE, G-Dragon’s brand (based on the logo from his 2013 album “Coup d'Etat” and featuring a daisy symbolizing peace and the number 8), continues cross‑industry collaborations.