K-Pop Icon G-Dragon Teams Up with IPX for Character Brand Launch
K-pop superstar G-Dragon is collaborating with entertainment company IPX to create "ZO&FRIENDS," a character brand aimed at global fans, with plans to launch this summer.
The project marks G-Dragon's entry into the character merchandise space, building on IPX's proven track record with K-pop collaborations. The former LINE FRIENDS company has successfully launched character brands with major artists including BT21 with BTS and collaborations with groups like TREASURE and NewJeans.
IPX and G-Dragon aren't strangers to working together. In 2022, the companies partnered on a collaboration between IPX's virtual artist WADE and G-Dragon's fashion label PEACEMINUSONE. That partnership demonstrated their ability to blend digital innovation with streetwear culture.
G-Dragon has consistently shown business savvy beyond music. His PEACEMINUSONE brand has sold out collaborations with Nike, including the coveted Air Force 1 "Para-Noise" series. He's also launched products with BGF Retail and serves as a Chanel ambassador.
The character brand announcement comes as G-Dragon's agency Galaxy Corporation prepares for a public listing on Korea's KOSDAQ market. Industry sources estimate the company could be valued around 1 trillion won (approximately $720 million) upon listing.
G-Dragon received a 20 billion won contract with Galaxy Corporation, including 10 billion won in stock options that could significantly increase in value if the IPO succeeds. His roughly 2% stake in the company positions him to benefit from the listing.
Galaxy Corporation brands itself as an "enter-tech" company, focusing on AI and metaverse technologies rather than traditional artist management. This tech-forward approach aligns with the digital elements likely to be incorporated into ZO&FRIENDS.
The global character merchandise market has proven lucrative for K-pop brands. BT21 became a worldwide phenomenon, while recent collaborations like the PEACEMINUSONE and MONAMHEE keyring collection in December 2024 showed continued demand for K-pop lifestyle products.
G-Dragon's global influence gives the project significant potential. In April 2025, G-Dragon topped the brand reputation index among boy group members, and he's currently conducting his first world tour in eight years.
The timing coincides with G-Dragon's musical comeback. After releasing "Power" in October 2024 and "Home Sweet Home" with BigBang members in November, his third album "Übermensch" was released in February 2025.
While details about ZO&FRIENDS remain under wraps, the collaboration represents the growing intersection of K-pop, technology, and lifestyle brands. G-Dragon's history of trendsetting in fashion suggests the character brand could introduce new approaches to fan merchandise.
The summer launch will test whether G-Dragon's influence in music and fashion can translate to the character brand space, potentially setting a template for other artists looking to diversify beyond traditional music products.
