National reputation as an intangible asset: a case study of the King Sejong Institute in Korea

This study aims to explore whether language and culture education in foreign countries is strategically designated to enhance soft power in public diplomacy and enhance national brand images using a case of the King Sejong Institute (KSI), an educational institute established by the Korean government to promote and support Korean language and culture to the worldwide public. A logistic regression analysis using the data from 214 countries confirms that KSI tends to be established in a country which receives a large amount of the Official Development Assistance (ODA), is an ally of North Korea, has a larger flow of foreign direct investment (FDI) to and from Korea, and is more democratic. This finding implies that KSIs are placed where Korea most needs to yield soft power through language and culture education, as well as where there is an audience that is likely to be receptive and utilize their services.