U.S. branding expert Patrick Hanlon said in his recent article in Forbes magazine that while Korea is exporting esteemed brands in businesses, it is “ best known for kimchee (pickled cabbage) and its annoying northern neighbor,” urging Korea to promote its national brand. His suggestion is not new at all to me even though it could be more or less embarrassing to many Koreans since they pride themselves on many successful stories to tell to the world, inter alia, in an economic aspect. In fact, many European diplomats and public figures whom I met during my diplomatic service in Europe were surprisingly ignorant of or held negative views on Korea. Positive images Koreans have produced thus far seem to have been overshadowed by gloomy news coming from North Korea. European ambassadors to Korea also stress the need to inform people in their nations of the other sides ( or rather true sides) of Korea.

Being adorned with a good national brand is not an issue faced only by Seoul. Many nations less widely known in the world are trying to overcome low recognition and some negative images. It is not an easy task to do so since the major global media tend to focus mainly on political and economic powerhouse. Small and medium-sized states are more often than not subject to negative news including crimes, accidents or disasters which could enrage or bewilder people. Those reports make it even harder for the nations on the fringes to develop good national brands.

In this context, public diplomacy, a term that describes the interaction with foreign publics rather than with those at the highest levels, becomes one of the core tasks in winning the hearts and minds of people around the world and achieving diplomatic goals. In the United States, the front runner in public diplomacy, the former State Secretary Hillary Clinton emphasized public diplomacy as a pillar of “smart power” diplomacy which embraces the use of a full range of diplomatic tools ― economic, military, political, legal and cultural. China ratchets up its efforts to enhance its image as contributor to the world peace and prosperity by running Confucius Institutes and providing development aids around the world. By doing so the world’s second largest economic and military power counters criticism raised by other nations which feel threatened by China’s growing power and influence. Meanwhile Canada and Norway are said to have successfully branded their image as crusaders for universal values of mankind by converging efforts from the public and private sector.

Korea has increasingly paid keen attention to public diplomacy these days. The government’s efforts to reinforce public diplomacy have gained momentum with the help of worldwide popularity of the Korean Wave. It is needless to say that actors, actresses and K-pop stars are now important assets for public diplomacy. But even so, in order to achieve meaningful public diplomacy, efforts should be made in a wider range of areas. That is, the government should collaborate with the private sector in taking full advantage of tangible and intangible sources of public diplomacy such as ideas, values, people and institutions. By doing that, the government should aim to minimize negative images and maximize nation’s brand image.

In this regard, foreigners who visit and reside in Korea could have great significance for the success of public diplomacy since the number of foreign visitors surpassed 10 million last year. They might have a great impact on shaping Korea’s national image since they are likely to spread their first-hand messages on the nation to their families and friends in their mother countries, thereby bringing about enormous effects.

Thus, the capital Seoul, where more than 80 percent of the foreign visitors stay, is the epicenter of public diplomacy initiative. Attractiveness of the city experienced by the visitors will help improve the images of the entire nation. In this vein, civic consciousness matters to such a degree that city infrastructure does. As far as I understand, some foreigners have left Seoul with bad memories due to unpleasant civil manners here even though they were impressed by Seoul’s urban development. For instance, what would the foreigners think of Korea when they were ripped off by taxi drivers just after their arrival in this land? This kind of unpleasant experience will undoubtedly taint the national image. On the other hand, if Seoulites in their daily lives appear to abide by laws and rules, and to be courteous to and considerate of others, the national images will improve accordingly.

Roles of the private sector in public diplomacy are more critical than ever. French professor Guy Sorman once said ”a nation’s image is grown when each individual makes an effort over a long time.“ Now is the time when voluntary and concerted efforts by the government and citizens are necessary for Korea to build the image commensurate with its national strength. 

By Suh Chung-ha

The writer is ambassador for international relations for the Seoul Metropolitan Government. ― Ed.