Nation-branding isn’t a new thing. But the pervasiveness of social media has allowed governments to take ownership of their own social feeds and engage in niche and real-time conversations online, with most countries’ governments having dedicated social media accounts on Twitter and Facebook.

The development of a positive new brand is aimed at bringing more business and people to the country, promote its tourism sector and cultural institutions, and generally highlight everything Luxembourg has to offer.

Simon Anholt arrived at an outlook similar to that of Ambassador Choi’s commercial paradigmafter a decade of consulting governments on how to improve their national brand.