Construction of Nation Branding and National Image in South Korea; Hallyu and the Global Korea

Abstract

Value, credibility, dignity, soft power, advantage, profit, power and ... are attached to the name of the country with the positive image. The value of the perceptual image of the nation and the country is like the invisible golden. One of the important facts about that is the competition between citizens and ordinary people in the world, for access to the name and passport of a credible country. Nowadays, South Korea's name along with an industrial product or cultural production gives the valuable power to that production. Accordingly, the main question of the present research is that what is the most important factor in the success of the Korea's nation branding and Korea's positive image around the world? This paper tries to explain and conceptualization of the nation branding field and then examines the construction and policy of nation branding spread of Korea by Korean wave. This paper emphasizes that the most important factor in the success of Korea's global image and management of its reputation is the strategic institutionalization.