Soft Power & Economy
Soft power is used by political scientists to describe the ability of a country to shape preferences indirectly. This soft power stems from the perceptions of a country’s culture and values. The last 20 years have seen a huge rise in South Korea’s international footprint, as popular K-Dramas and K-Pop songs are watched and listened to around the globe, and Korean beauty and fashion products are world-renowned. With this surge in global popularity, South Korea’s soft power grows in tandem.
While this success is certainly a product of the hard work of those involved in these industries, it’s also a result of intentional government support and investment to showcase Korean culture to a global audience. Thus, the South Korean government has utilized the growing popularity of Korean cultural exports as a tool to bolster its soft power. While the popularity of South Korea’s cultural exports is well known, the South Korean government has also used its values and foreign diplomacy to boost its international image.
To better understand South Korea’s use of soft power, this chapter will break soft power into three components: political values, culture, and foreign policy. However, before looking at these three aspects of South Korea’s soft power, the accompanying video briefly explains soft power and why it is important for South Korea.
Political Values in South Korea
While today South Korea is a vibrant democracy, this was not true for much of the 1900s. Following the Korean War, the South Korean government has undergone several republics of governance. These republics each correspond to a government defined by a different constitution. Thus, there have been six different republics in South Korea since the Korean War, with most being undemocratic until the most recent republic. With the formation of the Sixth Republic in 1987, the people of South Korea have continually fought hard to make South Korea one of the most democratic states in the world. As countries around the world struggle with threats to democracy, South Korea’s democratic political values are a role model for the rest of the world.
History of Democracy
The decades after the Korean War were mired by military and authoritarian rule, which prompted political backlash despite the economic growth achieved. As South Koreans became more displeased with the government, pro-democracy movements formed across the country in the 1980s. The protest movements of the 1980s were incredibly successful, and they are arguably responsible for making South Korea the democracy it is today.
COVID-19 Response and Soft Power
Moon Chung-in, a special foreign policy advisor to current President Moon Jae-in, talks about the ways in which South Korea has succeeded in its response to the Covid-19 pandemic. Moon Chung-in highlights how South Korea has garnered a lot of international attention and respect by successfully curtailing the pandemic.
Korean Voting during COVID-19
South Korea has been one of the first countries to safely hold elections during a pandemic, serving as an example to the rest of the world on how to conduct a secure election that minimizes the risk of Covid-19. This success is a testament to South Korea, which has protected both its people and its democracy.
Culture of South Korea
The rise in South Korea’s cultural popularity can be traced back to the early 2000s, when the government created laws to invest in cultural exports to fuel economic growth. The recent rise in South Korea’s cultural exports has helped spread Korean culture throughout the world, which helps generate feelings of goodwill towards South Korea; this rise in popularity is known as the Hallyu or the Korean Wave. As an example, since 2000 to 2018, the U.S. population’s favorability of South Korea has risen from 49 to 77 as of 2018. Given the success of the Hallyu, it is likely that South Korea will continue investing in cultural exports as a form of soft power.
Hallyu
As stated by the Center for Korean Studies, the Hallyu, or the Korean Wave, refers to “the global popularity of South Korea’s Cultural Economy. The Hallyu initially began in the late 1990s, as Korean cultural exports grew in popularity throughout Southeast and East Asian countries. This growth has continued since the turn of the century, with popular Korean entertainers known across the globe. The Hallyu is a result of intentional government support, talented individuals, and a surge in global interest in South Korea.
Types of Cultural Exports
The range of cultural exports from South Korea is expansive, ranging from entertainment, music, TV shows and movies, and unique cultural exports like Korean beauty and food products. While K-Dramas and K-Pop are the most popular aspects of the Hallyu, Korean fashion and food industries have also risen in global popularity in recent years. The popularity of cultural exports has in turn led to increased tourism to South Korea, with people around the world hoping to experience a taste of Korean culture.
The Power of Culture
The global popularity of South Korea’s cultural exports helps create positive feelings towards South Korea. The Hallyu has helped shape South Korea’s national image, as people around the world look up to Korean entertainers and superstars. Furthermore, the popularity of brands like Samsung and LG has also generated a lot of global goodwill towards South Korea. Thus, popular brands and cultural exports have helped build South Korea’s image as an advanced, culturally influential country of global importance.
K-Beauty
The K-Beauty sector has transformed what many people knew about skincare and makeup. With the support of the entertainment industry, through K-dramas and K-pop, it has provided a platform for beauty products to be showcased to the public, helping shape modern beauty norms. Additionally, with the rise of beauty influencers showcasing their multi-step skincare routines, these influencers highlight not only the benefits of the products but also their effectiveness in maintaining healthy skin. As K-Beauty’s popularity continues to grow, companies face the challenge of developing products that are inclusive and cater to diverse communities.
Global Shades Foundation
Video (click): When discussing the K-Beauty industry, soft power becomes relevant when focusing on the changes that addressed grievances foreigners often had with the Korean makeup. Despite having a reputation for having wonderful skincare and makeup products, Korea lacked diversity regarding the range of tones provided to its consumers. The article and the video above, however, discuss the changes that TIRTIR, a Korean makeup brand, addressed the complaints provided by influencers online, and not only developed 9 different products but also continued to expand their range up to 40 different tones. Not only had this marketing skyrocketed sales for the brand, but it also challenged other Korean beauty brands to shape their brands and develop their soft power to meet the international demands for inclusivity, equity, and representation.
Why So Popular
The Hallyu wave helped contribute to the popularity of K-POP and K-Dramas. However, this introduced the aesthetics of Korea to Western countries, and soon many wondered how their favorite Korean idols and stars had seemingly flawless skin. Western skincare brands’ advertisements came off as something exclusive and as something that helps with issues you already have. However, Korean brands promoted their products as an experience and something fun that could help prevent things like wrinkles or acne. Additionally, their packaging is not only cute and aesthetic, but they are also effective and promotes transparency with the consumer. Aside from just listing the ingredients, they also include a list of benefits to inform consumers.
Why So Cheap
When discussing why Korean Skincare is cheap, four key reasons behind the affordability of high-quality K-beauty products. Aside from intense competition, the increase in global demand and popularity has led to brands trying to develop innovative products that attract consumers. Due to platforms like Amazon and YesStyle, not only is Korean skincare accessible, but it also enables bulk sales. Additionally, Korea’s aesthetic but minimalist packaging eliminates unnecessary increases in prices, unlike Western products, whose packaging often is wasteful. Koreans are known for their effective and efficient structures, and their skincare packaging does not disappoint, with their packaging and products promoting efficiency over luxury, unlike Western brands. These choices by Korean brands allow for affordable and effective skincare to reach global audiences.
Webtoon
Naver, an online platform originating in South Korea, had its humble beginnings in the early 2000s and launched Naver Webtoon to provide an interface for users in South Korea to view comics online. Up until the 2010s, Naver Webtoon was a branch exclusive to South Korea until they launched Line Webtoon which provided a more global platform. As Korean culture became more popular in the 2010s and the Hallyu wave grew, many Korean Webtoons were gaining more visibility.
[1] In 2020, the Korean Webtoon market reached over 500 billion won (approximately $359,828,900.00 USD) in sales which is over a 100% increase from 2019. The market for online comics is only increasing as years pass. [1] By 2026, it is expected that online comic platforms will have reached ~28% share whereas in 2021 it was around ~11% share of the market. This is a testimony to how popular Korean Webtoons became overseas and have developed to become a greater influence on Korea’s soft power!
Webtoon Comic: Manhwa
This video briefly introduces the appeal of Webtoons to younger audiences in South Korea in comparison to traditional comics. Approximately 35 million people read a minimum of 1 webtoon episode per week. Furthermore, it explores the comic making process of authors/writers and how much time and effort goes through the entire process including translating the webtoon into different languages to expand the audience outreach. Lastly, the video focuses on a webtoon called Chicken Nugget (닭강정) that initially found readers through its unique storyline of a man’s daughter turning into a chicken nugget (as the title implies) and how the webtoon’s popularity has earned itself a K-drama adaptation.
Webtoon Exhibition
As Webtoons become more popular globally, there has been an increase in the number of foreign visitors coming to Webtoon Exhibitions in South Korea. One author mentioned that they came to the exhibition 4 times and each time they came there were ~700-800 US foreigners in attendance. Furthermore, it explains as webtoon popularity rises, there is bound to be a bigger abundance of Webtoons available, and this type of competition helps to promote viewership from foreign audiences simply because many people are drawn to stories.
Billion Dollar Export
This article is full of statistics of the Korean Webtoon market and how it continues to expand. Although Webtoon had its origins in South Korea, the global version of the app not only holds Korean Webtoons but Webtoons of other origins. In 2021, the South Korean webtoon market hit sale of over 1 trillion won (~$1 million USD) which was almost a 50% increase from 2020. The Hallyu wave and its effects have enabled Webtoon to become a very popular platform globally and have expanded Korean outreach. (*Note, this article is the same as the one referenced below for statistics used earlier).
Culinary Globalization
The spread of Korean cuisine to the United States was widespread and occurred rapidly. For instance, Buldak, Korean fried chicken, Kimchi, and many more foods have become really popular in recent times and have been rapidly exported into the United States as well. This represents how culinary globalization not only introduces Korean flavors to people but also enhances South Korea’s soft power by forming positive perceptions of Korean culture within individuals.
Carbonara Buldak
This Youtube Short shows a quick, engaging recipe of how to make Carbonara Buldak, otherwise known as Korean spicy ramen. The purpose of these videos is to enlighten individuals on how to make Buldak and show the deliciousness and entice individuals to buy Buldak with a Western twist. As Korean cuisines captivate global audiences through social media, dishes like Buldak gain a lot of cultural appreciation. There has been an increase in Buldak exports, and it can even be found at many United State’s stores now. There has also been an increase in mukbangs of Buldak as it started trending. This video doesn’t just teach a recipe, it broadens cultural horizons and shapes positive perceptions of Korean food.
Foreigner’s Insight on Kimchi
This informative article written by a doctor delves into the health benefits of Kimchi, a staple in Korean cuisine that has now gained a lot of popularity due to its richness in probiotics. Kimchi is a fermented dish that contains many vitamins and antioxidants, and the author elaborates on how to make it. The author speaks about her experience about how modern culture isn’t accustomed to the smell of Kimchi but it is one of the secrets in bettering people’s gut health. This represents how the rising popularity of Kimchi in the west depicts the expanding reach of Korea’s culinary culture, demonstrating how Korea’s traditional foods are even used as health supplements.
A Cookbook: New York Times Bestseller
This book, Koreatown: A Cookbook, is a New York Times bestseller that is one of the most praised Korean cookbooks in the United States. It examines the recipes and flavors of Koreatowns throughout the United States which are ethnic enclaves in which there is strong Korean culture and community. Apart from recipes, the book also delves into the significance of Korean culture in America and how traditional dishes have been embraced in diverse communities. Ultimately, this book showcases how Koreatown has enhanced South Korea’s soft power and its growing global influence through culinary globalization. The narratives within this book emphasize how food is a gateway of culture.
Foreign Policy of South Korea
As South Korea has become a more influential country, it has utilized its foreign policy to promote democratic values and Korean pop-culture abroad. South Korea’s foreign policy seeks to use public diplomacy to enhance its global image. This is exemplified by South Korea’s Presidential Council on Nation Branding, which serves to promote South Korea’s soft power by shaping its image abroad. The government achieves this through a variety of ways, such as through partnerships with foreign companies and countries, investments in Korean language and culture institutes, and participating in global conventions and meetings.
Foreign Policy through Public Diplomacy
As South Korea has become an important global country, the government has strengthened its diplomatic efforts. As outlined by an Ambassador for the Korean Ministry of Foreign Affairs, South Korea has innovated its public diplomacy to take a more active approach. Using its soft power and favorable image, South Korea’s public diplomacy aims to harness its diplomacy to promote favorable causes at a global scale. Thus, South Korea has become an increasingly important actor in fighting for causes like climate change, human rights, and good governance. This active public diplomacy is a sign of the strength of South Korea’s soft power.
Diplomacy through Language
Even against the wave of attacks on This video is a compilation of advertisements for the King Sejong Institute, which is an organization that helps teach Korean to people around the world. The institute is named after King Sejong, who is the creator of Hangul, the Korean alphabet. Learning Korean has become increasingly popular around the world, with institutes in over 55 countries around the world. The learning of Korean is another example of South Korea’s rising soft power.
Foreign Policy Strategies
Korea’s soft power is a result of direct governmental policy and is an example of how a small country can have an outsized influence on the rest of the world. This article explores how South Korea’s strategy of growing cultural export industries can lead to “greater recognition, respect, and status in the international community”. Strategies like the use of foreign embassies to promote Korean culture, government partnerships with foreign businesses, and direct government investment, help build South Korea’s soft power. The growth of Korea’s soft power also directly affects its hard power, as greater global awareness of South Korea leads to more tourism, foreign direct investment, and business transactions for Korea’s economy.
Sports Diplomacy
While South Korea’s cultural exports like K-pop and K-dramas have garnered global attention, sports diplomacy has played a pivotal yet understated role in enhancing the nation’s soft power. By hosting international sporting events and engaging in athletic exchanges, South Korea has fostered diplomatic relationships, promoted national branding, and facilitated inter-Korean dialogue. This subtopic delves into how sports serve as a channel for South Korea to project its values, culture, and aspirations on the global stage.
Diplomacy on the Playing Field
This article provides an in-depth analysis of the 2018 PyeongChang Winter Olympics, highlighting how South Korea utilized the event to advance its diplomatic objectives. It discusses the strategic efforts to present a unified Korean front, including the joint North-South women’s ice hockey team and the symbolic gestures during the opening ceremony. The piece underscores the Olympics as a platform for South Korea to showcase its commitment to peace and cooperation, reinforcing its image as a proactive player in international diplomacy.
The Selfie – North and South Koreans Together
This TIME article captures a touching moment during the 2024 Paris Olympics when North and South Korean table tennis players took a joint selfie on the podium. The image went viral, symbolizing a rare moment of unity amidst ongoing political tensions. The article explores how such instances of sports diplomacy can humanize international relations and serve as catalysts for dialogue, reflecting South Korea’s strategic use of sports to bridge divides and promote reconciliation.
Sport as a Diplomatic Resource
This academic paper examines South Korea’s historical use of sports as a diplomatic tool from 1970 to 2017. It analyzes key events, such as the 1988 Seoul Olympics and various inter-Korean sports exchanges, to illustrate how sports have been instrumental in South Korea’s foreign policy and soft power strategy. The study provides a comprehensive overview of the evolution of sports diplomacy in South Korea, offering valuable insights into its long-term impact on international relations.
Mega-Events
This study examines in detail South Korea’s use of sports as a tool for soft power and how hosting major sporting events has evolved into a key component of this strategy. Through a tripartite analysis—domestic, regional, and international—it examines how events like the 1988 Seoul Olympics, 2002 FIFA World Cup, and 2018 Winter Olympics serve strategic purposes beyond image-building. South Korea uses these events to shape national identity, assert regional leadership, and enhance its global reputation. Rather than relying solely on the “politics of attraction,” the country’s state-led soft power approach strategically integrates sports diplomacy with broader cultural influence and geopolitical aims.
Allies Closer Together
This article explains how South Korea has successfully employed sports as a soft power instrument in its dealings with the US. The success of Korean athletes abroad has improved the nation’s reputation abroad and sparked excitement within the country, which has raised demand for sports products created in the United States. Korea’s sporting presence strengthens cultural links and economic influence, as seen by the Thunderstick’s innovation and the international success of Korean baseball, golf, and soccer players. By accepting Korean athletes in American leagues and sending sports envoys to Korea, the United States has acknowledged this soft power. Thus, sports diplomacy has emerged as a crucial and advantageous facet of U.S.-Korea ties.
Korean Football
This video highlights how South Korea has used football as a powerful tool of soft power. As the country’s economy grew, it invested heavily in football infrastructure, enabling consistent World Cup participation since 1986. The 2002 World Cup, co-hosted with Japan, marked a turning point—South Korea reached the semi-finals after defeating Italy and Spain, igniting a national football culture. A major 2018 victory over Germany further boosted Korea’s global sporting image. Today, South Korea continues to invest in youth development, with success at tournaments like the FIFA U-17 World Cup, showcasing how football enhances Korea’s international influence and soft power.
Technology
This section discusses how science and technology have played a role in this. While K-pop and K-dramas are Korea’s well-known cultural exports, South Korea also has cutting-edge technological innovations, and leadership in the fields of science and research can also be powerful tools of soft power as well. From their global dominance in semi-conductors to smart city development and Artificial Intelligence (AI) leadership, Korea is able to feature itself on the global stage through the lens of having an advanced technological landscape. These innovations serve to drive economic power and to enhance the country’s global reputation.
Semiconductor Powerhouse
This first media source is a documentary which explores South Korea’s rise to becoming a global leader in semiconductor manufacturing. It talks about the strategic investments made by the country’s top executives into the fields of research and development (R&D). This carefully planned investments were able to lead to the rise of such tech giants like Samsung and SK Hynix. These companies play huge role in the semiconductor space but also serve as a great innovation and growth for the economy as well. The video highlights how technological excellence has boosted South Korea’s international presence and reputation as well.
Tomorrow’s Cities: Songdo
This media source is an article published by BBC News. This article examines Songdo, the visionary smart city developed from scratch on reclaimed land in South Korea. It discusses the city’s seamless integration of cutting-edge technology, such as sensor-based infrastructure, waste management systems that use automation, and green urban design. The article provides a glimpse into how Songdo serves as an example of how cities will be built in the future and how it realizes South Korea’s determination towards technological progress as a soft power.
Artificial Intelligence (AI) Diplomacy
This article discusses South Korea’s national strategy to lead the development of artificial intelligence, including the establishment of AI-oriented universities and attracting foreign scholars. Global cooperation and utilizing AI in public and military matters are addressed in this article. Through becoming a global leader as a responsible and innovative actor in the AI race, Korea enhances its diplomacy and cultural power in the international tech community.
Effects of South Korean Soft Power
The rise in South Korea’s cultural popularity can be traced back to the early 2000s, when the In a world that has become increasingly globalized, the importance of soft power has steadily risen. Globalization has led countries to become more conflict-averse, as many countries depend on the global economy for key goods. This global economy has given way for countries to create exports that reach a global audience. In response to this, over the last 20 years, South Korea’s government has successfully pursued strategies to create cultural exports that are recognized globally. This has had the positive effect of bolstering South Korea’s soft power and leading to tangible economic gains. However, some argue that South Korea’s government could do more to benefit from its soft power.
Increase in Tourism
One clear beneficiary of South Korea’s investment in soft power is its tourism industry. While the exact percent increase in tourism from the Hallyu is hard to discern, this study aimed to study how much tourism has resulted from increased interest in Korean pop culture. The study found that there was a statistically significant increase in tourism to Korea due to the rise of Korean popular culture. This is a clear example of how soft power benefits South Korea.
A Global Culture
Another aspect in which South Korea’s soft power strategies have been successful is in the learning of Korean throughout the world. As noted in this article, the number of students learning Korean in the US was 163 in 1998 compared to over 14000 in 2018. Thus, the past 20 years have helped cement South Korea’s status as a global culture, with a language spoken throughout the world. The rise in Korean language learning is a definitive success of South Korea’s soft power diplomacy.
Potential Improvements
Despite the intentional government investment in soft power strategies, there are some ways in which South Korea’s soft power has fallen short of expectations. As reported by this soft power index, South Korea’s soft power is hindered by the various scandals that have occurred in the entertainment industries. Furthermore, this article argues that South Korea would benefit from investing further in public diplomacy efforts to “better engage global audiences”.
Challenges
This article argues that South Korea struggles to convert its pop culture and cultural popularity into diplomatic strength. The Hallyu has allowed South Korea to reach the global stage through its exports but its impact has been limited by the weak connections that Korea has to broader foreign policy goals. Cultural products often stand alone, and government promotion makes the cultural exchange feel unauthentic. This article warns that soft power must be tied to values or policy for it to have meaningful effects. Without this connection, South Korea’s global image remains only superficial, which is undermining its potential long-term regional and international influence.
South Korea’s intentional embrace of soft power approaches to international affairs has had remarkable returns, with South Korea’s language and culture on the rise and an advanced economy to back it. However, in today’s international politics, it is clear that soft power is by no means an end all be all. Countries have soft power and hard power; both types of power play an important role in determining how successful a country is in today’s globalized world. Thus, while South Korea has hard power in terms of a strong military and economy, it must utilize both its soft power and hard power in tandem to succeed on an international level.