SOUTH KOREA NATION BRANDING STRATEGY : STRENGTHS, WEAKNESSES, AND FUTURE TRENDS

Abstract

This research examines the strengths and weaknesses of Korean nation branding to understand the how and why behind the success and failure in such areas; moreover, future trends are also analyzed with the focus on the actions and results from 2009, the year that government began highly concentrating on nation branding strategies, to 2013. The study is done by using the secondary academic data collected through various sources including findings from research studies, books, journals, news and online articles along with the SWOT and TOWS analyses. This research found out that South Korea develops its nation branding through the cooperation between state and private sectors to support the growth of various industries on the global stage. The nation’s strengths are the success of the economy and technology industries as part of the main nation branding strategies. Moreover, Korean soft power, through the widely known ‘Korean wave’, has hammered the creation of the nation branding strategy worldwide. In addition, wide use of social media helps to support the spread of Korean culture and language as a means to learn about and understand Korea. Nevertheless, the government organization established to be responsible for Korean nation branding did not cooperate with other government organizations which could help promote South Korea’s image more effectively. The government organization established to be responsible directly for Korean nation branding named ‘Presidential Council on Nation Branding’ was not continuously run and supported due to a change of government in the country. Additionally, transferring from a famously ‘homogenous society’ to be more ‘multicultural society’ as well as the North Korean threat and the issues related to conflict with neighboring countries are also obstacles that South Korea has to face and overcome. The government should continuously consider creating strategies along with research and studies for further development. At the same time, cooperation and mutual understanding should be an obligation and goal of every stakeholder, not only the government side.