nation branding
The Republic of Korea is a country rich in history, culture and creativity. It’s time to get the word out. If image is everything, South Korea needs a tune up. At least as far as the West is concerned.
Public diplomacy and nation branding, both rather new, practice-oriented disciplines, suffer from the lack of theory that is needed to optimize either teaching or researching in either component subject. To address this gap, this project will introduce, for the first time, Fullerton’s “Model of Country Concept.”
In Pop Power: Pop Diplomacy for a Global Society, Luis Antonio Vidal Pérez explores pop culture as a tool for constructing a global society in the context of International Relations by studying the cases of South Korea and Japan’s pop diplomacy in Peru.
On the surface, the turmoil in Hong Kong is caused by Beijing’s decision regarding general elections. In reality, the deep sources of the conflict are not so different from the recent large-scale outbreaks of social tensions in Xinjiang, Tibet, and Taiwan.
As the Executive leader of a country, it is the leader’s responsibility to keep a nation’s brand strong. As spokesperson for the nation brand, a leader must also ensure that brand perceptions align with brand performance. President Uhuru Kenyatta has done so with grace. He is telling Kenya’s story across the nation, within the region and on the global platform.
Japan is poised to project a global reality that the world has come to expect: leading-edge high tech, from the world’s fastest and safest trains to robotics, electronics and (my personal hope) free WiFi everywhere. Combine this with 21st century high touch – omotenashi (hospitality) safety, polite society, humility, modesty, and a green, sustainable economy – and you will really get the world enraptured by your stories.
In the post-Cold War international system, and an increasingly globalised world, 'soft power' has gained prominence. However, 'soft power' has always been significant for post-WWII Japan, which renounced military 'hard power' as a means of pursuing state policy, embracing pacifism. With a wealth of 'soft power' resources, Japan continually strives to enhance the attractiveness of its image overseas through human, cultural and intellectual exchange, and public diplomacy.