This is the fourth and last in a series of articles on Korea's growing international status and its vision of becoming an advanced country. This series is a joint project between The Korea Times and the Presidential Council on Nation Branding.

By Na Jeong-ju
Staff Reporter

Despite its rapid economic growth over the past decades, South Korea is still widely unknown to the majority of people in Europe and the West, compared with its East Asian neighbors: Japan and China.

Ironically, it is mainly negative news about North Korea that draws Western public attention to the Korean Peninsula. Many positive features of South Korea remain unnoticed.

The situation causes many problems.

Some Korean conglomerates are reluctant to reveal their origins due to concerns about the country's "bad" image abroad.

Local financial firms have to pay higher interest than their global competitors to borrow the same funds.

It has been a shared concern that the country's global image is less than clear and, by and large, very narrow. And we believe that's why President Lee Myung-bak created the Presidential Council on Nation Branding, whose No. 1 mission is to close the gap between Korea as it is and how the country is perceived by the world.

One reason for the lack of a broader knowledge of Korea worldwide is that even though the country has become a major economic power with successful global brands, the association of each of these products and services with Korea is limited, particularly for consumers. One result of this is higher marketing costs for individual products and services.

We believe building Korea's national brand is the key to continuing economic prosperity as well as becoming a more respected member of the global community.

It will also make Korean firms more competitive and help attract foreign investment. So, The Korea Times came up with 10 sources of national pride to upgrade the nation's international image.

Fortunately, we saw some positive changes this year.

The administration decided to triple its economic aid to poor countries to 0.25 percent of gross national income by 2015 to help achieve more balanced global economic growth.

Thanks to that, Korea became the 24th member of the OECD Development Assistance Committee, the club of major international aid providers, on Nov. 25.

In November, it announced a bold plan to cut greenhouse gas emissions by 30 percent by 2020 from the level predicted for that year, becoming the first emerging country to set up a carbon reduction goal in line with recommendations by the United Nations.

The $43-billion Green New Deal, initiated in early 2009 to improve the environment and foster core eco-friendly technologies, will be vital for the country to become a "green economy" powerhouse.

Korea was named the host of the fifth G20 Summit in November next year, becoming the first Asian country to host the world's premier economic forum.

It is quite regrettable that many foreigners are still unaware of these achievements. The administration must do its best to promote these programs at international forums and reach out to the Western public through media outlets.

Simply, we believe the country is undervalued and needs more global attention.

jj@koreatimes.co.kr

		Kim Yu-na
	South Korea’s figure skating star Kim Yu-na, 19, has become a new icon of the world’s young generation for her beauty and outstanding achievements. She is the reigning world champion and the strongest contender for a gold medal at the upcoming Vancouver Winter Olympics. She is the 2009 World champion, 2009 Four Continents champion and a three-time Grand Prix Final champion. Kim is the record holder for ladies in the short program, free skating and the combined total under the ISU Judging System. In a recent interview, she said, “I am focusing on upgrading my technical level in jumps and spins. I’d like to make my performance more perfect by using sophisticated facial expressions.”

		Incheon Bridge
	Regarded as one of the world’s construction wonders, the 12.5-kilometer-long Incheon Bridge opened to traffic on Oct. 19 after four years and four months of construction. A fine example of Korea’s engineering expertise, the cable-stayed bridge, the world’s seventh longest, will serve as one of the nation’s new symbols to the world. The $1.4-billion project was largely completed offsite to overcome the challenges of working above water. It connects the Songdo International Business District in the Incheon Free Economic Zone to Yeongjong Island, where Incheon International Airport is located. / Korea Times File

		Templestay
	Staying in a temple, participating in hour-long mediation sessions and eating no-frills vegetarian meals, is a great way to discover Korea’s rich Buddhist heritage. For not only foreign visitors but also Koreans, templestays are a unique experience. Most temples are located in the mountains, but with Korea being one of the most wired nations in the world, several have set up Web sites to allow online reservations. More than 40 temples nationwide offer programs for visitors. / Korea Times File

		Samsung
	Samsung is mistakenly known by many foreigners as a Japanese firm, but it is genuinely South Korean. It has been the world’s most popular consumer electronics brand since 2005 and is arguably the best known South Korean brand in the world, whose third-quarter profit in 2009 doubled the combined total of its nine Japanese competitors. Rapid growths in the sales of semiconductors and electronics over the past years made Samsung the world’s largest conglomerate with an annual revenue of $173 billion in 2008. It accounts for more than 20 percent of Korea’s total exports and is the leader in many domestic industries, such as the financial, chemical, retail and entertainment industries. There are also many ever-growing multinational South Korean firms, including LG, Hyundai and SK.

		Street Cheering
	When South Korea and Japan jointly hosted the 2002 FIFA World Cup, people all over the world showed amazement at the enthusiastic yet orderly Korean crowds supporting their team. The street cheering was especially impressive for many European countries, which were fed up with violence involving fans. Koreans fans wearing red T-shirts have since created great “seas of red” in major downtown districts across the country during the World Cup finals, and that will be the case again next year when South Africa hosts the competition. The unique Korean-style cheering has become a cultural product. Back in 2006, the Korea Tourism Organization presented an outdoor cheering tour program to visitors from Malaysia, Canada and the United States, which was a big success. / Korea Times File

		IT/Internet Powerhouse
	South Korea is touted as one of the most wired and technology savvy countries in the world, being the test bed for the world’s state-of-theart technologies. As of 2008, the country ranked first in terms of household Internet penetration among OECD member nations with 94 percent of households having Internet access, compared with the OECD average of 58 percent. The number of mobile phone users reached 43.5 million at the end of 2008, marking the highest subscription rate in the world. The new mobile platform now offers video telephony and other enhanced multimedia functions. The country is now entering an era of digital convergence as the distinction between communications, broadcasting, entertainment and information continues to blur. Despite the changes, it is expected to remain as a trend setter in the technology field as Korea is a global leader in electronics, digital displays, semiconductor devices and mobile phones. / Korea Times File

		Ban Ki-moon
	Ban Ki-moon, a former South Korean foreign minister, was elected as the eighth secretary general of the United Nations in October 2006 and took office in January in 2007, succeeding Kofi Annan. Having a reputation for modesty, the 65-year-old is arguably Korea’s most successful career diplomat and one of the most well-known Koreans globally. He has the ability to influence debate on nearly any global issue.

		Cheonggyecheon
	Cheonggyecheon and nearby Gwanghwamun Plaza are Seoul’s new tourist attractions. Cheonggyecheon is a sixkilometer-long creek flowing west to east through downtown Seoul. In the 1960s, it was covered with concrete to make way for roads and an elevated highway was built over it. However, President Lee Myung-bak initiated a project to restore the stream as Seoul mayor in 2003 and it is now a major public recreation space and a tourist spot. The stream was opened to the public in September 2005 and was lauded as a major success in urban renewal and beautification. Lee received the Hero of the Environment Award from Time magazine for his work to restore the stream. / Korea Times File

		Oasis of the Seas
	Oasis of the Seas, the world’s largest cruise ship, is the pride of South Korea’s shipbuilding industry. Manufactured in STX Europe’s shipyard in Turku, Finland, the $1.5-billion ship was completed and turned over to the U.S.-based Royal Caribbean cruise line on Oct. 28, and two days later, left Finland for the United States. Oasis measures 225,282 gross tons, almost five times larger than the Titanic, having 2,700 cabins that can accommodate up to 8,500 passengers. The ship offers passengers features such as two-story suites and luxury suites with balconies overlooking the sea or promenades. The ship also features a zip-line, casino, mini-golf course, night club, four swimming pools, volleyball and basketball courts, theme parks and nurseries for children.

		Suncheon Bay
	The tidal flats in Suncheon Bay in South Jeolla Province are virtually unknown to tourists, but are where one can experience nature’s wonders. It is one of the 11 places in South Korea designated for protection by the Ramsar Convention, a forum on the preservation of the world’s wetlands and their natural resources. The tidal flats consist of reed fields, a salt marsh, tidal lands and islands, hosting a variety of migratory bird species, and a 2006 release from Ramsar said there were at least 25 threatened bird species among them. / Korea Times File