‘해양강국 대한민국’의 국가브랜드화 - 2012여수세계박람회의 소프트 파워 전략
Korea’s Nation Branding as a ‘Maritime Power’ - 2012 Yeosu Expo’s Soft Power Strategy
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This paper examines Korea’s potential of becoming a competitive maritime country through hosting the 2012 Yeosu Expo. Discovery of potential soft resources will increase Korea’s maritime power and will provide strategic guidelines to formulate policies for Korea as a great maritime power. ‘Nation branding’ is a frequently discussed topic in Korea nowadays. The creation of Presidential Council on Nation Branding is just one example of such attention. In this light, the Yeosu Expo will be a chance to rediscover Korea’s maritime soft power. This is based on the assumption that being a maritime power will lead to enhancement of Korea’s national brand. If the 2012 Yeosu Expo succeeds in newly finding Korea’s maritime characteristics, it will contribute to improving Korea’s nation brand, and ultimately elevate Korea’s status in the world. Having said that, the Yeosu Expo should focus on fostering Korea’s soft power instead of its narrowly focusing on pre-existing maritime hard power such as maritime industry, maritime development, among others. It is essential to strengthen Korea’s soft power through careful cultivation of its soft resources. Undoubtedly, this will help establish Korea’s reputation as a maritime powerhouse. This paper proposes that Korea include soft power as a critical element in establishing Korea as a great maritime power. Such endeavor starts first with discovering soft resources such as maritime culture, diplomacy, and organizations.
Abstract
This paper examines Korea’s potential of becoming a competitive maritime country through hosting the 2012 Yeosu Expo. Discovery of potential soft resources will increase Korea’s maritime power and will provide strategic guidelines to formulate policies for Korea as a great maritime power. ‘Nation branding’ is a frequently discussed topic in Korea nowadays. The creation of Presidential Council on Nation Branding is just one example of such attention. In this light, the Yeosu Expo will be a chance to rediscover Korea’s maritime soft power. This is based on the assumption that being a maritime power will lead to enhancement of Korea’s national brand. If the 2012 Yeosu Expo succeeds in newly finding Korea’s maritime characteristics, it will contribute to improving Korea’s nation brand, and ultimately elevate Korea’s status in the world. Having said that, the Yeosu Expo should focus on fostering Korea’s soft power instead of its narrowly focusing on pre-existing maritime hard power such as maritime industry, maritime development, among others. It is essential to strengthen Korea’s soft power through careful cultivation of its soft resources. Undoubtedly, this will help establish Korea’s reputation as a maritime powerhouse. This paper proposes that Korea include soft power as a critical element in establishing Korea as a great maritime power. Such endeavor starts first with discovering soft resources such as maritime culture, diplomacy, and organizations.
참고문헌 (42)
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