SOUTH KOREAN PUBLIC DIPLOMACY THROUGH HALLYU TO CHANGE SOUTH KOREAN COUNTRY IMAGE AND ITS IMPACTS ON JAPAN (2014-2019)

Abstract

Public diplomacy is one approach for a country to improve its international ties and image. Public diplomacy is a method used to improve a country's image and point of view towards another countries. Using cultural elements as a tool in public diplomacy is a viable alternative. The enormous culture that South Korea offers has become a benefit for the South Korean government in its political life, particularly in Japan. The government of South Korea has turned its conventional culture into a tool to achieve its national interests. The "Korean Wave" is a term used to describe the worldwide popularity of South Korean culture (Hallyu). Korean Wave made a significant contribution to South Korea's success and provide significant advantages to the country. One example is how Korean Wave contribute to South Korea's ability to establish a positive worldwide image and showed a numerous benefits to the country. The author uses qualitative methods and a theoretical framework of soft power, public diplomacy, and culture diplomacy to examine how South Korea exploits its soft power through Korean Wave to achieve plenty of benefits, as well as how Korean Wave may improve its reputation. South Korea's achievement in boosting its reputation has an influence on its ties with other countries.