"Korean Wave" as a Tool of National Branding of the Republic of Korea

Student: Khomidova Anastasiya

Supervisor: Anna Efimova

Educational Programme: Contemporary Social Studies in Secondary Schools (Master)

Year of Graduation: 2020

This paper explores the strategy of the Republic of Korea to use the Korean Wave in the formation of a national brand. The methodology of the study is presented by the case study method. The research question is what is the function of the "Korean wave" phenomenon, as part of a national branding strategy. Based on the results of the analysis, it can be concluded that the main task of using the "Korean Wave" as a tool of branding the nation is to increase the recognition of the national brand "Korea" on the world stage mainly by distributing products of Korean culture. Originally, cultural exports were directed only at countries in Asia, but subsequently the geography of its distribution expanded significantly. Keywords: Republic of Korea, national branding, Korean wave, cultural export, cultural diplomacy, soft power

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