INTERVIEW How CICI identifies, celebrates Korea's cultural influencers
Choi Jung-wha, right, president of the Corea Image Communication Institute (CICI), awards figure skater Kim Yuna with the Korea Image Cornerstone Award in 2023. Courtesy of Corea Image Communication Institute
"I believe the truest, most beautiful image of Korea resembles the white porcelain moon jar from the (1392-1910) Joseon Kingdom era — the culture and the people of this country share charms that are simple yet elegant, luxurious without extravagance," Choi Jung-wha, president of the Corea Image Communication Institute (CICI), said during an interview with The Korea Times, Dec. 5.
As Choi puts it, the essence of Korean beauty lies in its "harmonious blend of tradition and modernity," defined by perseverance, innovation and quiet passion.
This understanding of Korean beauty, according to Choi, is what drives CICI's mission to stand at the forefront of promoting the nation's positive image abroad.
Under Choi's leadership since its founding in 2003, CICI has worked to elevate Korea's global presence, with many of its initiatives — including recognition of achievements though awards and fostering collaborations through opinion-leading forums — cultivating cross-cultural ties for more than 20 years.
Choi Jung-wha, founder and president of Corea Image Communication Institute / Courtesy of Choi Jung-wha
"Our aim is to become a bridge — connecting Korea to the world and the world to Korea," she said. "Through culture, innovation and collaboration, we aim to make Korea's charm resonate far and wide."
In particular, its flagship initiative, the Korea Image Awards, have highlighted individuals and organizations that have exemplified the Korean spirit on the global stage from 2005.
From presenting Ban Ki-moon with an award during his tenure as U.N. secretary-general to honoring renowned figure skater Kim Yuna twice over 16 years, Choi recalled that each ceremony told a story of Korea's evolving impact.
"The awards aim to highlight Korea's positive essence and share its true image with the world," Choi said. "The awards amplify the achievements of the recipients, while also instilling a sense of pride in Koreans."
Choi Jung-wha, left, president of the Corea Image Communication Institute (CICI), awards Ban Ki-moon, center, then-U.N. secretary-general, with the Korea Image Stepping Stone Award in 2007. Courtesy of Corea Image Communication Institute
According to Choi, recipients of each year's Korea Image Awards are presented to individuals or organizations that have "significantly contributed to promoting Korea’s image globally over the course of a year."
Recipients are first shortlisted through a survey of 3,000 Koreans and 2,000 people overseas. Based on this list, a panel of experts selects the winners, taking into account the overall zeitgeist. The expert panel consists of opinion leaders from various fields, both Korean and international, including business, academia, culture and arts, journalism and digital creators.
After a rigorous selection process, the honorees for the upcoming 2025 Korea Image Awards — the 21st edition of the event since its inception — are fencer Oh Sang-uk for the Korea Image Stepping Stone Award, chef Edward Lee for the Korea Image Stepping Stone Bridge Award and table tennis player Shin Yu-bin for the Korea Image Flowerstone Award. The award ceremony, which will be attended by all three awardees, is set for Jan. 15.
"All three winners expressed immense joy and gratitude, calling it an honor and a motivator to strive for greater achievements," Choi recalled, praising the recipients of the prize.
"Oh's exceptional skills, charismatic appearance and warm personality added to his widespread appeal, while chef Lee, despite being a U.S. citizen, explored his Korean heritage through creative use of Korean ingredients, sparking global interest in Korean food," she said.
"Shin's signature 'chirping' cheer during Olympic matches equally charmed global audiences, emerging as a fresh face for Korean sports ... This is why I am especially elated to award this year's three recipients for their hard work."
CICI also plans to pay special homage to all translators of Korean literary works during the event, inspired by the unsung heroes behind novelist Han Kang's recent winning of the Nobel Prize in literature, the first for a Korean.
From left, fencer Oh Sang-uk, chef Edward Lee and table tennis player Shin Yu-bin are the recipients of the 2025 Korea Image Awards. Courtesy of Corea Image Communication Institute
Enduring networks
As a nonprofit foundation, CICI partners with a wide range of sponsors to curate meaningful prizes for its award recipients. According to Choi, the gifts are selected in consultation with CICI's long-standing sponsors to ensure they are well-received.
"For 2025, the prizes include a Paris Olympics commemorative gold coin provided by Poongsan, outerwear from brand CASTELBAJAC, high-end speakers from ORFEO, skin care and cosmetics sets from L'Oreal, lifestyle and beauty sets from AMC Asia and so much more," Choi said.
"Additionally, sculptor Hwang Hae-sun's personalized artworks featuring the winners' names, will also be presented, alongside select pieces available for auction during the day of the event, including donations from painter Bang Ui-geol."
Expressing deep gratitude to the sponsors, Choi expressed, "Their generosity allows us to honor the recipients of this year's awards with these magnificent gifts."
Actor Lee Jung-jae, center, was awarded the Korea Image Stepping Stone Award in 2023 for his appearance in the global hit Netflix series, "Squid Game." Courtesy of Corea Image Communication Institute
According to its president, CICI’s enduring partnerships are built on a foundation of meaningful engagement that extends far beyond its awards. One such program is the Korea CQ Forum, launched in 2006, which offers foreign diplomats, CEOs, artists and academics firsthand experiences with Korean culture.
This spirit of collaboration has also earned CICI steadfast support from big-name sponsors like Pernod Ricard Korea and Korean Air, whose contributions have been crucial in supporting CICI's mission.
"Two-way interaction is key," Choi said. "We not only showcase Korea outwards but also provide platforms for our international members to share their cultures and ideas inside ... I believe this is why global companies have chosen to support us — because they share our vision of becoming a bridge between the two worlds."
Looking ahead, CICI is currently exploring different platforms to showcase Korea. During the pandemic, Choi adapted by launching a YouTube channel to sustain its mission of cultural promotion.
"We want to use emerging platforms to creatively engage audiences and make Korea more accessible to the global community ... This is because our mission is to serve as a connector between Korea and the global community, regardless of any platform," Choi said.
"While we are happy that Korea could be elevated to such a stage, where people from overseas deliberately search for our contents, we must not stay contempt. This is why we plan to experiment on broader platforms."