Made in Korea e a reinvenção da nação: a construção do nation branding da Coreia do Sul

Abstract

This monographic research aims to understand how South Korea's Nation Branding was consolidated through public policies, institutional actions, and cultural strategies that contributed to the construction of its global image. To answer this question, the research is based on the hypothesis that the success of the Korean international image is related to the articulation between culture, communication, and economic development in a long-term state policy. Thus, the research used a qualitative and exploratory approach, based on document analysis and literature review, focusing on the actions of the Korean Foundation for International Culture Exchange (KOFICE) and the soft power and Nation Branding strategies promoted by the South Korean government. In conclusion, this research shows that South Korea's Nation Branding is the result of a continuous historical and political process, sustained by the integration between soft power, national identity, and cultural innovation. The study demonstrates that the Hallyu movement, also known as the Korean Wave, is not merely a media phenomenon, but a strategic tool for international projection, consolidating the country as a globally recognized cultural power.