Integrating History, Institutions, and Soft Power Tools: South Korea's Comprehensive Approach to Public Diplomacy and Nation Branding

Abstract

This thesis examines the Republic of Korea’s public diplomacy and nation branding strategies from 1948 onwards, focusing on their role in enhancing the country’s global influence. It argues that South Korea is a successful case of utilizing public diplomacy channels to advance its foreign policy objectives both politically and economically. The research explores Korea’s historical background, highlighting key cultural and political factors that have shaped its public diplomacy and nation branding practices. It analyses the role of soft power instruments such as cultural diplomacy, media, education, sports diplomacy, and the Korean Wave (Hallyu) in strengthening Korea’s international image. Additionally, it examines the institutional framework supporting South Korea’s public diplomacy efforts, including the roles of state and non-state actors. The findings indicate that South Korea’s success stems from its institutionalized approach that strategically integrates various actors and policies. The study highlights Korea’s adaptation to global trends such as digital media, gastro-diplomacy, online gaming, and literature as key components of its evolving soft power strategy. Moreover, it underscores the unique contributions of each presidential administration to Korea’s nation branding efforts. South Korea’s nation branding and public diplomacy serve as a model for other nations. By integrating soft power, adapting to global trends, and fostering collaboration between government and private sectors, South Korea has positioned itself as a cultural exporter. Its ability to combine cultural assets with historical narratives demonstrates the importance of innovation and adaptability. The South Korean example highlights the significance of a unified institutional framework, sustained investment in cultural and diplomatic initiatives, and the ability to turn challenges into opportunities. South Korea provides insights into how nations can shape their identity and position themselves as influential global players.