Measuring the efficiency of the Republic of Korea’s cultural diplomacy in Vietnam under Moon Jae-in’s presidency (2017-2022) and its potentialities

Abstract

As soon as the new president of the Republic of Korea was elected in 2017, Moon Jae-in anchored the New Southern Policy (NSP), which targeted southern Asian countries and expanded South Korea’s strategic presence in the Asia-Pacific Ocean. As such, the ROK continued to adopt a public diplomacy policy and empowered Korean culture in Southeast Asian countries, including Vietnam. This article aims to generalize Moon Jae-in’s policy on cultural diplomacy and his application in Vietnam as a case study. I employed Joseph Nye’s soft power and cultural diplomacy concept while adopting a qualitative method to collect official information from the ROK’s homepages and assess diplomatic results. The central argument of this article is that Moon Jae-in considers cultural diplomacy a key element of the NSP for promoting Korean culture and bolstering a strategic presence in Vietnam and Southeast Asia. The ROK attempted to graft K-pop, movies, Korean customs, Korean languages, and Korean cuisine onto the Vietnamese concept and seek an upgrade of Vietnamese Korean cultural exchanges and the frequent organization of cultural events. Hence, an upgrade between the ROK and the Socialist Republic of Vietnam (SRV) to a Comprehensive Strategic Partnership in December 2022 marked an achievement of cultural diplomacy. I also argued that this attempt has a tonic effect on continuing the ROK cultural diplomacy under Yoon Suk Yeol’s presidency and on the foreseeable chance of both the SRV and the ROK in cultural diplomacy.