In order to raise awareness for Lou Gehrig disease, the ice bucket challenge has been a wide trend lately. The ice bucket challenge was initiated by America Lou Gehrig Association (ALS) in order to help patients diagnosed with the disease. The event started in America in July but became a global movement, including Korean artists, such as Choi MinSik, Yoo JaeSuk participated in it. 24 hours after being nominated, the nominee will have to pour ice water or donate USD 100 to the association. He/she can then call out 3 names to continue the campaign.
As the event proceeds, it has raised good responses as celebrities take on the challenge and/or donate to the association. Although some did take it as a joke or as a publicity stunt, celebrities that are sincere in their delivery of these meaningful messages have gained attention.
Among many of them, artists of Cube Entertainment have raised awareness in a different way. Singer-cum-actor Rain participated in the ice bucket challenge on the 23rd of August, and have also decided to donate 100 million Won for the research of ALS disease. In the video of him taking on the ice bucket challenge, he revealed, “My teacher and father-like person who has made me into where I am today is fighting the disease in his third year” and, “I frustrated on how I could help him as an expression of my gratitude and thankful heart” and with that reason, he had revealed to had donated 100 million Won instead of 100 dollar.
The person who Rain mentioned was none other than Cube Entertainment’s President Hong SeungSong. President Hong started his management experience since in the 1990s with Lee Yerin, which had soon led him to be a co-representative of JYP Entertainment. After leaving JYP Entertainment, he then moved on to establish Cube Entertainment, and has held the president position till of now. Diagnosed with Lou Gehrig Disease, he has raised artists BEAST, 4minute, G.NA, BTOB and more who are under the label company.
The incident of President Hong having Lou Gehrig disease had to be handled cautiously, and Cube artists have participated in activities regarding to rare diseases including Lou Gehrig, expressing their sincere heart in a quiet manner. Cube Entertainment has always donate to patients having rare diseases under the names of their artists. But because President Hong’s condition (of having Lou Gehrig Disease) was never officially announced, the donations were never made known intentionally. It was however, well known among young students who have rare diseases. Among many of these activities, BEAST were reported attending the graduation ceremony of ‘Korea’s Hawkings’, patients who are studying while receiving respiratory treatment (for Lou Gehrig Disease) . BEAST members have personally met up with a teenager battling with the same disease, and were even appointed ambassador for a Respiratory Rehabilitation Center.
Because of that, the ice bucket challenge that helps to fund for Lou Gehrig research, has become a point where Cube artists can express their hearts earnestly. Cube artists have participated in the ice bucket challenge and were always nominating fellow Cube artists as the next challenger. BEAST Yoon Doojoon chose BTOB Seo Eunkwang, while Seo Eunkwang chooses A Pink Bomi, A Pink chooses G.NA and Rain, further raising the wave of the ice bucket challenge among fellow colleagues. They chose each other not because they were colleagues, but as a way to express their sincere heart and respect for President Hong SeungSong.
Their sincere thoughts can be seen in their videos. The whole member of A Pink courteously wore black shirts in their ice bucket challenge video. NaEun took the chance to say, “We hope that there is a recovery method that will treat patients soon”, while Rain even donated generously for the research of ALS disease.
The staff from Cube entertainment, too, have plans to raise more awareness for the campaign. Representatives from Cube Entertainment expressed, “Cube artists have a different heart towards Lou Gehrig Disease” and, “In the future too, we will bring the campaign, including this ice bucket challenge to another practical level.” Cube artists have shown their sincerest and earnest sides more than anyone else in the campaign, as it reflects their true inner thoughts.
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