“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.

South Korea had given North Korea $29.5 million in aid through Unicef from 1996 until it halted amid tensions over the sinking of warship last year. Seoul's latest move signals the easing of tensions through nongovernmental aid shipments and exchanges, by resuming donation through Unicef programs for medicines, vaccines and nutrients for malnourished North Korean children.

Two years ago, one of the most-cited signs of a Korean food craze in the United States was the success of Kogi BBQ, a restaurant on wheels in Los Angeles that sold Korean-style barbecue in Mexican-style tacos from trucks that sent their location out via Twitter. Now, the Kogi concept has ricocheted to Seoul.

A group of Iranian and South Korean artists will be gathering in Masuleh in northern Iran to create artworks with the central theme of a culture of peace for ten days beginning on November 23. The artworks will later go on display in an exhibition at the Iranian Artists Forum.

There's more to South Korea than K-Pop and Kim Yu-Na, and Lee Bae-Yong's mission in life is to stress that point worldwide.... [she] heads a unique body trying to burnish the image of a country which frets that its economic "hard power" far outweighs its "soft power" in the eyes of the global community.