By Michael Breen
The government this week revealed an action plan to improve the country's national brand, which includes promotion of taekwondo, an increase in overseas aid and volunteerism, and a campaign to encourage a global mindset.
The 10-point plan, which was submitted by the Presidential Council on National Branding, is ― it should be stressed ― only a plan and it remains to be seen how much of it will actually be adopted.
But if the government is confident of popular backing and the plan goes ahead, we may note in our history timeline a turning point for Korea and the beginning of a profound change in its standing in the world.
That is because the elements of the plan are in effect a call to Koreans to become givers in the world. Until now, they have been takers. Such a shift in posture will lead to a rapid shift in Korean attitudes and will raise the country's standing in international perception.
Admittedly, there are good reasons to doubt that this will happen. Korea's public face is not always that good. People beat each other up in parliament and cheat each other in business. There is a great deal of public anger, mistrust, and a tendency to believe the worst. The explanation is that, historically, the system has been sustained, not by law, but by those interpreting it. There is something rotten in the culture that encourages those with power to abuse it.
Furthermore, Korea has done exceedingly well by positioning itself as a victim in the world. The first loans that started the economic miracle were coaxed from Japan using guilt-trip tactics. This victim posture leads Koreans into mass protests against allies such as Japan and the United States, and silence in the face of abuse from other countries. But it has, in my opinion, run its course. It is no longer possible for one of the world's biggest economies to wring its hands and plead for indulgence.
What we need to see now from Korea is the evidence of the enormous well of decency and generosity that exists beneath this less-pleasant surface. This generosity is apparent to non-Koreans who are familiar with the country and, I am confident, will become apparent in global perception in how people respond to some of the programs under the proposed plan, such as foreign aid, and the willingness of young people to go overseas
We should not be distracted from this expectation by the way the plan is being proposed. You will note in press reports this week that it all appears to be about upgrading Korea's brand, climbing up the various global ranking charts, and boosting the economy.
But this way of both selling the plan internally, and of conceiving of its importance, is understandable. Just as a stroppy teenager will put on a suit and wear a smile to do well at his first job, so Korea needs to persuade itself that being mature and generous in the world is going to bring some benefit.
The first objective of the council is to persuade President Lee. He became aware of the ``soft-power" importance of brand when he was mayor of Seoul. But he's a businessman and, before investing public money, will need to be convinced that the actual plan will bring a greater return.
Judging from the nature of public debate, the ``people" too are similarly hard-nosed. They are not going to throw money at poorer countries and start apologizing when their bag drops from the overhead locker onto their head without a good reason. Hence, the specific objective of climbing from 33rd to 15th in the Anholt-GfK Roper Nation Brands Index by 2013.
People will let the government nudge them into thinking globally because it's good for the nation. But I don't see a huge contradiction here because that change in thinking is already taking place. If it weren't, we would have a smile-with-botox campaign, which starts nicely but quickly starts to look freakish.
If this plan goes ahead, the world will start seeing a new Korea.
Michael Breen is chairman of Insight Communications Consultants, Exclusive Partner of FD International. He can be reached at mike.breen@insightcomms.com