K-pop star G-Dragon has entered the beverage industry with the launch of a wine-based highball under his fashion brand PEACEMINUSONE, exclusively available at CU convenience stores in South Korea. The new drink, named PEACEMINUSONE Highball, marks his first venture into alcoholic beverages and has already generated significant buzz among fans.
About the PEACEMINUSONE Highball
The PEACEMINUSONE Highball is a 500ml canned beverage with a 4.5% alcohol content. It uses French Burgundy Sauvignon Blanc white wine as its base, offering a fresh, fruity aroma and a crisp taste. The drink is packaged in a sleek black can, featuring the iconic PEACEMINUSONE logo and a space-themed design personally crafted by G-Dragon.
Only 880,000 cans have been produced, a number inspired by G-Dragon’s favorite number, 8, as he was born in 1988. The highball is priced at 4,500 won per can, with a special offer of three cans for 12,000 won.
Launch and Availability
The highball was officially launched on April 30, 2025, at CU, a popular convenience store chain with over 18,000 locations across South Korea. Pre-orders for the drink began earlier, but heavy demand caused app errors due to overwhelming traffic. All pre-order stock sold out quickly, highlighting the massive popularity of G-Dragon and his brand.
“All pre-order stock SOLD OUT. We apologize for the inconvenience caused during the pre-order process due to app errors from heavy traffic today.” — CU official statement
The limited release has made the highball a hot commodity, with fans rushing to CU stores to purchase the cans.
G-Dragon’s Vision and Brand Philosophy
G-Dragon, whose real name is Kwon Ji-yong, founded PEACEMINUSONE in 2016 as a platform to express his creative vision. The brand, known for its streetwear and unique designs, often incorporates the daisy logo with a missing petal, symbolizing peace and the balance between ideals and reality. The highball’s space-themed visuals align with G-Dragon’s artistic style, which blends pop culture with innovative concepts.
The launch follows a series of successful PEACEMINUSONE collaborations, including partnerships with Nike, Jacob & Co., and MONAMHEE. The brand’s global appeal has attracted celebrities like Bella Hadid and Jennie, who have been spotted wearing PEACEMINUSONE accessories.
Fan and Public Reactions
Fans have expressed excitement over the highball’s release, praising its unique design and G-Dragon’s creative influence. Social media posts reflect the enthusiasm:
“Yay let’s go G-Dragon industry 🥂🤗” — Fan comment on X
“Wow the new look for #GDRAGON Peaceminusone highball. 😍” — Fan comment on X
Some fans faced challenges during the pre-order phase due to technical issues but remain eager to try the drink. The limited quantity has also sparked discussions about its exclusivity, with many hoping for a restock.
Background on PEACEMINUSONE
PEACEMINUSONE began as an art exhibition in 2015 at the Seoul Museum of Art, showcasing G-Dragon’s perspective on peace and utopia. It evolved into a fashion brand in 2016, co-managed by G-Dragon and stylist Gee Eun. The brand’s philosophy centers on bridging the gap between the ideal and the real, often reflected in its minimalist yet bold designs.
Previous PEACEMINUSONE projects include the Nike Air Force 1 Para-Noise series and the Kwondo 1 sneaker, both of which gained international attention. The brand has also ventured into NFTs and collaborated with Paris Saint-Germain F.C. for a football kit.
Challenges and Controversies
While the highball launch has been largely positive, G-Dragon has faced scrutiny in the past. In March 2025, his live vocals at a concert sparked mixed reactions online, with some criticizing his performance. Additionally, in 2023, a local brand, Dissyco, was accused of copying PEACEMINUSONE designs, prompting backlash from fans.
Despite these challenges, G-Dragon’s influence in music and fashion remains strong, as evidenced by his top ranking in the Korean Business Research Institute’s boy group member brand reputation list in December 2024.
Current Status
As of April 30, 2025, the PEACEMINUSONE Highball is available at CU stores, though its limited run means stock may deplete quickly. Fans are encouraged to check local stores for availability. G-Dragon has not announced plans for additional batches, but the overwhelming response suggests strong demand for future releases.
Also Read: G-Dragon’s Las Vegas Sphere Ad with Hana Bank Sparks Debate Among Fans
The success of the highball reinforces G-Dragon’s status as a cultural icon, blending his musical talent with innovative business ventures. His ability to create buzz across industries continues to solidify PEACEMINUSONE’s global presence.
CREDITS: Instagram/@peaceminusonedotcom
