In global search of 'True image of Korea'

A foreigner tours through Seoul, visiting cultural sites.

By Isaac Kim

The Ministry of Foreign Affairs (MFA) will conduct a global survey about the image of Korea for the first time. The survey is designed to boost the confidence and charm of Korea.

The study will research Korea’s reputation among Asia (India, Australia and Vietnam), Europe (Germany, Turkey and Poland), the Middle East/Africa (Egypt and South Africa), and American countries (Canada and Brazil). They will survey 1,000 people from each of the ten countries.

MFA will also survey 20 countries in 2014 and 20 more in 2015, resulting in a total of 50 countries by the end of 2015. The ministry will then develop strategies in their public diplomacy policies based on the results of the survey.

The research excludes China, U.S., Japan, and Russia because of frequent interaction. Therefore, its public diplomacy needs to focus on target countries.

To create a systematic analysis, a professional consulting business will manage the research. Previous surveys were limited to those who had networks and information on Korea.

“Those that have been surveyed had some background knowledge of Korea and responded favorably about the country, but now the study will include what average citizens around the world really think about Korea,” explained an official from the MFA.