Alan Timblick,
head of Seoul Global Center |
By Na Jeong-ju
Staff Reporter
The concept of "nation branding" has become increasingly familiar here as the government has introduced various programs to promote Korea's economic and social achievements abroad, and to attract foreign visitors and investment.
In terms of global image, however, Korea lags behind its multinational firms such as Samsung, LG, SK and Hyundai.
Policymakers, led by the Presidential Council on Nation Branding Chairman Euh Yoon-dae, have focused on reducing the gap and preventing the firms from receiving unfair treatment just because they are from South Korea.
In short, Korea's brand has not yet achieved the cachet of quality, said Alan Timblick, head of the Seoul Global Center, which provides information for expats living, working and doing business here.
"This takes time and consistency of product and service delivery. But it is coming," Timblick told The Korea Times Wednesday. "When the main chaebol brands which are already world famous start to promote their Korean origin, then international consumers will sit up and take notice."
Analysts say Korea can earn the reputation it wants by contributing to the big issues that people in other countries really care about: climate change, poverty, pandemics, food security and corruption.
In this sense, Korea's recent decision to triple economic aid to poor nations over the next five years and its hosting of the G-20 Summit, which has become the world's premier economic forum, in November could help build its global reputation.
"I like the idea of Korea being a net donor, not just an aid provider, but of ideas, hands-on experience in the form of experts going abroad to work in developing countries, and as an initiator of new policies for international and particularly regional cooperation," said the former banker. "This is a matter of substance and not just cosmetic name-changing."
Timblick, originally from Britain, has lived in Korea for over two decades.
While working for Barclays Bank in the United Kingdom, he came to Korea in 1989 to establish Korean operations. He held the CEO post of the bank's Seoul branch until 1995.
He also served as head of MasterCard Korea and chief of KOTRA's Invest Korea to help the country attract foreign investment.
As part of preparations for the G-20 Seoul Summit, the government has launched a campaign to help Koreans learn globally accepted norms and etiquette, and have an international mindset.
Foreigners feel more comfortable about living in Korea than in the past, but there are still many things to improve.
Timblick, a member of the International Advisory Group for the branding council, said one of the big challenges for foreigners here is poor and expensive educational services.
"Parents who know they will need to ensure a smooth re-entry for their children into their home country's schools still face very limited choices in Korea. The curriculum, religious positioning, quality of teaching and convenience of location are all factors where parents find less than satisfaction," he said.
"The situation is certainly improving but there is still a mismatch between what is demanded and what is available. In addition, fees are very high."
He called for greater subsidization from central and local governments to help alleviate this problem, saying greater relaxation in the regulations on the governance of schools would also help attract more foreign operators to Korea.
As for medical services, he said the quality here is of the highest global standard, but that patients face language barriers in small local clinics.
"Hospitals are plentiful and international clinics have English and other language skills," Timblick said. "Problems still exist in the means of communication in small local clinics and information about health insurance and prescriptions. They should be printed in English as well as Korean."
He said the flexibility of Koreans to adapt to new market opportunities makes him optimistic about the continuing economic success of the country. However, there is still over-regulation and a disposition on the part of bureaucrats to micro-manage.
"If we had more experienced business people seconded to the government and allowed them to take part in the shaping of the regulatory environment, then business and economic prospects would be even better," Timblick said.
jj@koreatimes.co.kr
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무디스, 스페인·伊·포르투갈 신용등급 강등
