Promoting a policy initiative for nation branding: The case of South Korea

Dae Yong Choi, Pan Suk Kim

Research output: Contribution to journalArticlepeer-review

11 Citations (Scopus)


How to raise the brand value of Korean products has been seriously considered in recent years by the government as well as commercial firms, and this question has brought a momentum to deal with policy matters on nation branding in Korea. Consequently, the Lee Myung-bak administration (2008-13) took drastic action by establishing the Presidential Council on Nation Branding (PCNB) in 2009 to deal with nation branding. This policy initiative on nation branding was conducted by the Lee administration from February 2008 to February 2013. This paper first reviews and discusses the policy framework for nation branding and the key activities on nation branding, followed by a discussion of achievements and limitations of Korea’s nation branding. The nation branding issue has not been discussed much in the Korean or Asian public policy and public management communities in the past, and this article might provide a useful and timely reference for promoting such discussion.

Original languageEnglish
Pages (from-to)346-368
Number of pages23
JournalJournal of Comparative Asian Development
Issue number2
Publication statusPublished - 2014 Jan 1

Bibliographical note

Publisher Copyright:
© 2014 City University of Hong Kong.

All Science Journal Classification (ASJC) codes

  • Sociology and Political Science
  • Economics and Econometrics
  • Political Science and International Relations


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