THE REPUBLIC OF KOREA: PHENOMENON OF NATIONAL BRAND
Lazareva Kseniya Vyacheslavovna
Novosibirsk State University
Submitted: 30.08.2018
Abstract. Relying on previously unknown sources the paper examines the basic components of South Korea’s policy to form a national brand: popularization of national language, promotion of culture, broadening educational contacts, development of public diplomacy. Initially, Korean cultural exports were directed exclusively to the Asian countries. In the 2000s they became global. The analysis allowed the author to conclude that the formation of the state’s attractive image in the international arena is carried out basically by popularization of cultural products and promotion of the Korean language.
Key words and phrases: Республика Корея, национальный брендинг, культурное наследие, "корейская волна", мягкая сила, культурная дипломатия, The Republic of Korea, national branding, cultural heritage, Korean Wave, soft power, cultural diplomacy
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