Purpose Popped

: How BTS Helped an Alum Embrace Her Changemaking Calling

When Rina Dakanay '02 arrived at Aquinas High School as a freshman, she was driven to succeed As the eldest daughter of Filipino immigrants, Rina felt pressure to excel academically and pave the way for her younger brothers. She served as valedictorian, student body president and earned accolades in academics and basketball.

Rina continued her high-achieving path at UC Irvine, graduating in 2006 with a degree in Biological Sciences. She planned to attend medical school, but a friend invited her to help with social media for a marketing campaign in 2008. Rina realized her passion for digital storytelling and pivoted her career plans. She landed marketing roles at biotech and tech companies just as social media was emerging. "It was the early days of platforms like Facebook and YouTube. I saw so much potential to shape narratives and connect with people," Rina explains.

In 2016, Rina completed her MBA at the University of Redlands By then, she had become fascinated by K-pop group BTS and their savvy social media presence. "I was drawn in by their music and messages about self-love. But as a digital marketer, I was amazed by how they mobilized their global fanbase."

Rina brought these digital media skills to become an instructor at the San Bernardino Art Institute She also leads marketing at Claremont Lincoln University, increasing enrollment 250% in one year. Her team won the American Marketing Association's national higher ed award.

Rina is currently pursuing her doctorate at American College of Education, researching instructors' use of social media and fandoms for teaching. She presented her work at a BTS conference in Seoul, where she met a South African non-profit empowering young women.

At the 3rd Interdisciplinary BTS Conference in Seoul, Rina presented her doctoral research on instructors' use of social media and fandoms in higher education. This conference brought together scholars and fans studying the global impact of the K-pop group.

It was here that Rina met Jessica Duherst, CEO of the Justice Desk nonprofit in South Africa They quickly bonded over their shared passion for both BTS and empowering women and girls.

Jessica founded the Justice Desk's Mbokodo Project, which supports young female survivors of gender-based violence in South Africa with workshops, counseling and self-defense training.

As Rina learned more about the Mbokodo Project, she saw an opportunity to connect it with the powerful BTS fandom. She proposed developing a Big Sister Project to pair Army members with Mbokodo girls in a sponsorship program.

Jessica loved the idea, and together they launched the Big Sister Project on social media. Within months, ARMY members sponsored over 10 Mbokodo girls. This sponsorship funded travel for the girls to attend the 18th World Summit of Nobel Peace Laureates in South Korea as the first African delegation.

At the Summit, the Mbokodo girls presented to world leaders about their work teaching human rights and empowering young activists Their presentation was widely shared across BTS fandom networks, amplifying the Mbokodo Project's impact.

The Big Sister Project demonstrated how Rina leveraged her understanding of social media and fandoms to drive realworld change. By bringing together the BTS ARMY and the Justice Desk, she created an innovative collaboration that uplifted young women activists globally.

Rina continues to grow in her marketing career, while working toward completing her Ed D this fall In her spare time, Rina remains dedicated to the Big Sister Project, which continues to sponsor the Mbokodo girls.

Outside of her career, Rina is dedicated to community service. She serves on the board of the Youth Action Project, empowering youth in San Bernardino

Rina was also a 6-year board member for the San Bernardino Library Foundation, supporting public libraries.

Most recently, she joined the advisory council for the Center Against Racism and Trauma. She assists their work in training youth in anti-racism strategies.

Through these volunteer roles, Rina is giving back to the community that raised her. She's especially passionate about supporting youth of color and promoting anti-racism

Rina's purpose-driven ethos shines through both her career achievements and community leadership. She is committed to lifting up young people most in need - from San Bernardino to South Africa.

Rina's journey shows how an immigrant daughter's perseverance and an unexpected boy band created ripples of change across continents. She's a testament to following one's purpose - wherever it may lead.