Korean policymakers are discussing the “Korean Wave 3.0.” The Korean Wave, or hallyu in Korean, means the export of Korean entertainment and other culture. The “Version 1.0” of the wave was the success of TV dramas and movies starting about 10 years ago. And “Version 2.0” is what’s been happening with K-pop music over the last year or so.

South Korea's government has been trying to change the country's international image - or rather its lack of one - for years. And even those involved - like Peter Kim, brand manager for the Seoul government - admit it has been a tough sell. South Korea's national branding is facing some unique challenges.

The fizzy, busy sound of Korean pop have conquered airwaves in Japan and China over the past few years, but this week marks the escalation of a campaign to charm American listeners. Whereas Utada and BoA presumed being big in Asia would equal sales in the U.S., Wonder Girls is being introduced specifically for the teen and tween markets.

Korea announced plans to promote Korean traditional culture on Monday. “K-drama started hallyu in 1995 and K-pop has been continuing its popularity since the mid-2000s. The recognition of Korean traditional culture, literature or other related sectors, however, is low. It is time to diversify the trend and make it sustainable,” said Culture Minister.

“To elevate Korea’s national branding, we must spread our traditional assets to the world.” Lee said in the introduction of the book. “Economically, we are one of the global leaders, as the seventh largest exporter in 2010. But our image, or our nation branding, is far from matching this economic status.”

Promoting Korean food has been one of the key cultural projects of the Lee Myung-bak government. But many wondered how much the government’s efforts could help spread a culinary culture, which is simply different from an export item like computer chips.

Thus, Seoul fully recognizing the limits of its hard power, values the utility and significance of soft power. Over the years, it has harnessed its soft power resources in burnishing its image at regional and global fora.

The spread of Korean pop culture - a phenomenon nicknamed hallyu, or Korean wave - was driven by television and has become one of South Korea's most notable exports in recent years. Having already conquered the East, Korean pop music is beginning to make serious inroads in the West for total world domination.