Yang Yue*
Chung-Ang University
Abstract：
This paper takes “Hallyu” (the Korean Wave) as its core analytical perspective and systematically explores the development logic, practical strategies, and global impact of South Korean cultural diplomacy and public diplomacy. It provides a typical case for the study of the integration of culture and diplomacy. The research first outlines the historical context of South Korean cultural diplomacy and public diplomacy, presenting its evolution from the late 1990s, when the “cultural nation-building” strategy began to take shape (such as the enactment of the “Cultural and Artistic Promotion Act” and the establishment of the Sejong Institute), to the 21st century, when the globalization of “Hallyu” achieved diversified development (with cultural products such as films and music being exported globally), and ultimately transformed South Korea from a “cultural importer” to a “cultural exporter”. Based on this, the paper focuses on analyzing the multi-dimensional strategy system South Korea built, which consists of a “government-led, enterprise-participation, and civil society collaboration” model. The government formulates cultural industry policies, establishes specialized institutions (such as the Ministry of Culture, Sports, and Tourism’s Cultural Exchange Department), and signs international cooperation agreements to create a top-down framework. Enterprises, represented by Samsung, YG Entertainment, and others, drive global tours of K-pop groups and the overseas distribution of Korean dramas, turning cultural products into dual carriers of both commercial and diplomatic value. Civil society leverages fan communities and social media platforms (such as Twitter and TikTok’s K-pop fan support activities) to create spontaneous networks of cultural dissemination, serving as the “capillaries” of public diplomacy. The study reveals the unique value of “Hallyu”: In terms of national image, it breaks the traditional perception of South Korea as a nation with “war trauma” and shapes a national label of “youth, creativity, and vitality”. In cultural exchange, events such as BTS’s United Nations speech and global discussions triggered by Squid Game have helped build a cross-cultural dialogue bridge. In economic terms, it has led to South Korean cultural industry export revenues ranking among the top in the world, forming an economic growth chain of “cultural exports, followed by tourism, beauty, and other related industries”. Finally, the paper distills practical lessons and proposes that China can reference South Korean experiences, including “combining policy guidance with market vitality,” “integrating cultural symbols with modern communication technologies”, and “coordinating official diplomacy with civil society interactions”, to provide concrete paths for the upgrading of China’s cultural industry, international communication capabilities, and civil diplomacy mechanisms.
Key Words：
South Korea; cultural diplomacy; public diplomacy; Hallyu; soft power
