Role of cultural policy in nation branding of the Republic of Korea

Abstract

This article discusses the issue of the formation of the cultural policy of the Republic
of Korea in the nation brand of the country. The positioning and existence of a country’s brand in the
international arena begins with the adoption of significant and risky political decisions in the field of
culture on the territory of the state. This article discusses the main stages in the formation of cultural policy
in the Republic of Korea and highlights significant decisions taken by the government. The main programs
and strategies for the development of the national brand of South Korea are analyzed.
The presence of a country’s own national brand is a necessity and the basis for the state’s competitiveness,
and as the practice of the Republic of Korea shows, the impact of just such a “soft power” has a stronger
impact on the scale of the world community.
In South Korea, cultural policy shapes and promotes cultural values that influence the direction of
national branding. Cultural policy helps in the development and promotion of the arts, sciences, education
and other areas that are unique to a given country. In this regard, there is a need to study the experience of
South Korea in building a sustainable and recognizable brand.