Hana Bank’s new advertisement featuring BIGBANG’s G-Dragon on the Las Vegas Sphere has gone viral, but not everyone is pleased. The campaign, running from April 29 to May 5, 2025, has divided fans, with some praising its bold approach and others questioning its purpose and G-Dragon’s fit as the bank’s ambassador.
Campaign Details
Hana Financial Group launched its “One Spirit, One Team” campaign on April 28, 2025, featuring G-Dragon at the Las Vegas Sphere, the world’s largest LED dome. The ad, a one-minute 11-second video, plays on the Sphere’s Exosphere, a massive exterior with 1.2 million LED lights. G-Dragon, acting as creative director, worked with multimedia art collective Dotmill and Galaxy Corporation to blend AI, robotics, and metaverse technologies into the project. This marks the first time a K-pop artist and a financial institution have collaborated on such a campaign at this venue. The Sphere ad reportedly costs around $450,000 per day, highlighting the campaign’s scale.
The campaign aims to showcase Hana Bank’s innovative vision. G-Dragon was chosen for his trendy and creative image, aligning with the bank’s goal of building a global, connected financial platform. The ad has drawn attention for its high-tech visuals, described as a fusion of entertainment and technology, or “enter-tech.”
Public Reaction
The advertisement has sparked mixed responses online. Some fans celebrated G-Dragon’s global influence, noting his historic role as the first Asian artist to feature on the Sphere. They praised the campaign’s creativity and his ability to elevate Hana Bank’s image.
“This is so cool! G-Dragon on the biggest screen in the world proves how massive this campaign is.”
“Hana Bank picking G-Dragon shows they’re going for bold and trendy. Love it!”
However, others criticized the campaign, questioning its relevance and cost. Many netizens felt G-Dragon was an unusual choice for a bank ambassador, given his controversial past and the conservative nature of South Korean financial institutions. Some argued the funds could have been better spent.
“Seems like Hana Bank has a lot of money.”
“He doesn’t suit a bank advertisement. They should give money back to their customers instead of using money like this.”
“I feel a sense of resentment because it seems like they’re just showing off that they have money. I won’t be going to Hana Bank anymore.”
“They are spending money in the most useless way.”
“Why don’t they donate or sponsor social work instead of this?”
“What is Hana Bank going to do in the States?”
Posts on platforms like theqoo and X reflected this divide, with some users wondering if Hana Bank was expanding into the U.S. market, as the bank has no major presence in Las Vegas. Others speculated the campaign targeted global visibility rather than local customers.
G-Dragon’s Role with Hana Bank
G-Dragon’s partnership with Hana Bank began in January 2025, when he was named the bank’s ambassador. On January 11, he posted an Instagram photo of nail art featuring the Hana Bank logo, captioned with “#AD,” signaling the endorsement. The post sparked early debates, with some praising the bank’s modern approach and others questioning the pairing. Hana Financial Group defended the choice, citing G-Dragon’s unique creativity and alignment with their vision of innovative finance.
The Las Vegas campaign is part of a broader global push by Hana Bank, announced in April 2025. The bank, one of South Korea’s largest, provides international financial services, but its U.S. presence remains limited. The Sphere ad is seen as a statement of ambition, leveraging G-Dragon’s international fame to boost brand recognition.
Context of Controversy
G-Dragon’s involvement in the campaign comes amid other public scrutiny. In early 2025, he faced criticism for social media activity linked to female idols, including rumors with Lee Jooyeon and TWICE’s Sana. Girl group fans expressed frustration, arguing his posts fueled dating rumors that harmed the idols’ reputations. These incidents amplified negative reactions to the Hana Bank ad, with some netizens citing his past controversies, including a 2023 drug scandal from which he was cleared, as reasons he was unfit for the role.
Despite this, G-Dragon has maintained strong support from his fanbase. His recent music releases, including the digital single “POWER” in October 2024 and “HOME SWEET HOME” with BIGBANG members Taeyang and Daesung in November 2024, topped South Korean charts. His performance at the 2024 MAMA Awards, marking BIGBANG’s first reunion since 2017, further solidified his influence.
G-Dragon’s Career Highlights
G-Dragon, born Kwon Ji-yong on August 18, 1988, is the leader of BIGBANG, a group credited with spreading the Korean Wave globally. Debuting in 2006, he rose to fame with hits like “Lies” and “Haru Haru.” His solo career, starting with the 2009 album Heartbreaker, established him as a trendsetter in K-pop, earning him the title “King of K-pop.” Known for his hip-hop and electronic music style, he has produced chart-topping singles like “Crayon” and “That XX.”
Beyond music, G-Dragon is a fashion icon and philanthropist. He has donated millions to causes like children’s healthcare and disaster relief, often through fan-driven campaigns. In 2024, he was named a visiting professor at the Korean Advanced Institute of Science and Technology, where he lectures on leadership and technology’s role in K-content. His third solo album, Übermensch, was released on February 25, 2025, and he is set to star in the music variety show Good Day in April 2025.
Hana Bank’s Strategy
Hana Bank’s decision to partner with G-Dragon reflects a shift toward modern, youth-oriented branding. The bank has previously worked with trendy figures like dancer Aiki, suggesting a pattern of selecting ambassadors who resonate with younger audiences. The Las Vegas Sphere campaign, while costly, positions Hana Bank as a forward-thinking institution, blending finance with cutting-edge technology and global pop culture.
Critics, however, argue the campaign lacks clear purpose, especially in a market where Hana Bank has minimal presence. The high cost has fueled accusations of extravagance, with some customers vowing to switch banks. Supporters counter that the ad enhances Hana Bank’s global profile, potentially attracting international clients.
Also Read: G-Dragon’s Live Vocals at Daesung’s Show Ignite Mixed Reactions Among Fans and Netizens
As of April 30, 2025, the Hana Bank campaign continues to run on the Las Vegas Sphere, drawing crowds and online buzz. G-Dragon has not publicly addressed the backlash, focusing instead on his upcoming projects, including Good Day and collaborations with KAIST. Hana Bank has stood by the campaign, emphasizing its innovative approach. The debate over G-Dragon’s role highlights ongoing tensions between his bold persona and the conservative expectations of some fans and institutions.
CREDITS: Korea JoongAng Daily, theqoo
