South Korea pre and post K-wave: an analysis on korean art, culture and Nation Branding

In an increasingly globalized world, having a strong international awareness has become crucial for a nation in order to shape and strengthen its influence on the global stage and achieve economic goals such as attracting investments, talent, and tourism. This dissertation explores the concept of nation branding, particularly focusing on the integration of art and culture as a strategic tool for enhancing a country's global image. Utilizing South Korea as a case study, the research examines how the nation has effectively leveraged its cultural assets, notably the K-pop and the broader Hallyu (Korean Wave) phenomena, to build and project a compelling international brand. Through a comprehensive literature review, historical analysis, and qualitative survey, this research aims to evaluate the success of South Korea's cultural branding strategy and its impact on international awareness. The dissertation is structured in three parts: an introduction to the nation branding concept and theoretical framework, an overview of South Korea’s historical and contemporary strategies with a focus on cultural initiatives, and an empirical assessment of the effectiveness of these strategies. The findings contribute to understanding the broader implications of integrating cultural elements into nation branding and offer insights into how nations can utilize cultural phenomena to enhance their global standing.