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SOURCE:   Manuscript. Tambov: Gramota, 2018. 11. Part 1. P. 43-46.
SCIENTIFIC AREA: Historical Sciences and Archeology
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https://doi.org/10.30853/manuscript.2018-11-1.9

THE REPUBLIC OF KOREA: PHENOMENON OF NATIONAL BRAND

Lazareva Kseniya Vyacheslavovna
Novosibirsk State University


Submitted: 30.08.2018.
Abstract. Relying on previously unknown sources the paper examines the basic components of South Koreas policy to form a national brand: popularization of national language, promotion of culture, broadening educational contacts, development of public diplomacy. Initially, Korean cultural exports were directed exclusively to the Asian countries. In the 2000s they became global. The analysis allowed the author to conclude that the formation of the states attractive image in the international arena is carried out basically by popularization of cultural products and promotion of the Korean language.
Key words and phrases: , , , " ", , , The Republic of Korea, national branding, cultural heritage, Korean Wave, soft power, cultural diplomacy.
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