Tension With N. Korea Worsens Korea’s Global Image
By Na Jeong-ju
Staff Reporter
About half of foreigners here regard military tension on the Korean Peninsula as the biggest obstacle to Korea's efforts to improve its image abroad, a survey showed Tuesday.
In a survey of 1,000 expatriates in Korea, conducted jointly by the Presidential Council on Nation Branding and the World Research, 48.4 percent of respondents said Seoul's confrontations with Pyongyang had the most negative impact on South Korea's global image.
Korea's lack of contribution to the international community came next with 44.1 percent, followed by political and social instability with 41.5 percent and a lack of ``charm'' as a site for tourists and immigrants with 38.8 percent.
In particular, 54.8 percent of those surveyed from Western countries picked the military confrontation between South and North Korea as the biggest factor negatively affecting Korea's image.
``The survey explains why the Demilitarized Zone (DMZ) on the border with North Korea has become the most famous tourist attractions here,'' an official from the presidential council said on condition of anonymity.
``Based on the survey, we will increase economic aid to poor nations, promote Hallyu ― the Korean cultural wave overseas ― and help Koreans adopt an international mindset,'' he said.
To enhance Korea's reputation overseas, 29.7 percent of respondents said the country must develop its tourism infrastructure most of all, while 9.8 percent said Korea must increase its contribution to the world.
Kimchi and bulgogi were the most prominent image of Korea for 30.4 percent, followed by hanbok (traditional clothes), 27.9 percent; hangeul (the Korean alphabet), 16.1 percent; taekwondo, 8 percent; and taegeuki (Korea's national flag), 3.6 percent.
The biggest factor positively affecting Korea's global image is its outstanding information and communication industry (34.9 percent), economy (13.2 percent), science technology (13 percent), culture and arts (8.8 percent) and education (8 percent).
Nearly 23 percent cited the country's long history and its culture as strong points for attracting foreign tourists, while some 18 percent said the country's traditional cuisine deserves international promotion.
Many analysts say Korea's image abroad is less than clear and, by and large, very narrow.
One reason for the lack of a broader knowledge of Korea is that even though the country has succeeded in building a strong industrial base and many successful global brands, the association of each of these products and services with Korea is limited, particularly for end consumers.
``Simply, the value of Korea is not fully realized in the world,'' the council's chairman, Euh Yoon-dae, said. ``One result of this is higher marketing costs for individual products and services. We are focusing on how to effectively mold and manage Korea's brand and reap benefits for the nation as a whole.''