Hallyu: How South Korean Cultural Diplomacy Shapes the Nation Brand

Abstract

Previously famous for its phenomenally rapid socio-economic development, South Korea is now at the heart of a new global phenomenon, one that is more of an expression of its global cultural impact. Having had such a negative global reputation less than half a century ago, this major change inspires the following question: how has South Korea’s cultural diplomacy through what has come to be known worldwide as the Korean Wave (Hallyu) helped to reposition its nation brand over the last two decades? This paper applies Cull’s public diplomacy taxonomy and Anholt’s nation branding hexagon to illustrate the evolution of South Korea’s nation brand. Due to the context of my case study, both frameworks must be considered and help to further illustrate the transformational role of Hallyu as it rose into prominence early in the 21st century. From a smaller, regional wave of cultural exports to a global cultural phenomenon, this paper argues that Hallyu, as the cultural linchpin of South Korean public diplomacy, represents a highly complex and collaborative relationship between the South Korean state and major South Korean corporations. Using the tool of cultural diplomacy to enhance the South Korean nation brand abroad, this private-public partnership pushes the country’s global narrative beyond the paradox of a country that has seen phenomenal economic success as it sits on a nuclear war fault line. Keywords: South Korea, Foreign Policy; Nation Branding, Public Diplomacy, Hallyu (Korean Wave), Smart Power