The British Embassy is trying to shift Koreans’ perception of the country away from seeing it as just a nation of rain and gentlemen.

U.K. Ambassador Scott Wightman shared some secrets on nation branding at a lecture in Seoul on Thursday.

The ambassador said that a key part of his embassy’s work was addressing some outdated ideas held in Korea about the U.K. A recent survey found that the perceptions of people here tended to be “positive but old-fashioned.”

“My aim is to change perceptions here so that the U.K. brand in Korea continues to include our role in the (Korean) war, continues to include our Royal Family, and continues to include the most exciting football league in the world. But in addition, starts to reflect new features of brand U.K.,” Wightman said to an audience including foreign diplomats at the Hotel President.

The U.K. is adding to traditional PR strategies with social media and Britain’s GREAT campaign, which aims to attract 4.6 million visitors there in the next few years.

The country wishes to highlight aspects such as its advanced technologies, high quality education system and creative culture.

Harnessing positive publicity for the upcoming London Olympics and Paralympic Games was also key to promoting the U.K. as a modern and vibrant society, the ambassador said.

He also praised Korea’s attempts to project its national brand internationally.

“Hallyu and the Korean Wave are having a profound impact on Korea’s national brand all over the world and I know there is a great deal of fantastic work by organisations like the Presidential Council on National Branding ,” he added.

By Kirsty Taylor (kirstyt@heraldcorp.com)