Public Diplomacy as a Global Phenomenon: Korea

http://www.koreatimes.co.kr/www/news/people/2014/03/178_153804.html

'All that Korea' needs to be promoted Hahn Choong-hee By Chung Min-uck Thanks to the rapid economic growth in the 1970s and 80s, democratization of its political system and, of late, “hallyu,” or the Korean cultural wave, Korea is becoming better known globally. However, Hahn Choong-hee, 54, former director-general of the Cultural Affairs Bureau at the Ministry of Foreign Affairs, said now is the time to start promoting the real substance of Korea, which is the backbone of the miraculous outcome achieved in such a short period of time. “The first wave was about reaching out to foreigners and letting them understand that ‘Korea matters,’” said Hahn during a recent interview. “But since we have successfully fulfilled this goal, we now have to explain to them about our 5,000 years of history that made those achievements possible.” The career diplomat said Korea’s unique humanistic tradition, along with scientific achievements and advanced balance-of-power political system during former Korean dynasties, laid the foundation for the current development. “Many foreigners see Korea’s development as a temporal phenomenon caused by favorable external environment or a mere luck,” said Hahn. “But that’s wrong. Those images must be changed via ‘public diplomacy.’” Public diplomacy, which seeks to win hearts and minds of foreigners using various “soft power” assets such as culture and historical experiences, became an important aspect in foreign policy because nowadays no diplomacy can be effectively conducted if a country is not favorably viewed by the people from other countries. The diplomat said government plans to first reach out to foreigners living in Korea in getting through in-depth and comprehensive knowledge about Korea to the outside world. Government’s recent investment in “Korean studies” also comes in line with the move to let the world know the diverse aspects of “all that Korea,” he said. “Ultimately, what we want via our public diplomacy is a two-way communication between other countries,” Hahn said. “So to say, we want to enjoy together each other’s valuable assets.” After heading the culture affairs division, the 54-year-old diplomat is expected to serve as the Ambassador and Deputy Permanent Representative of the Korean Permanent Mission to the U.N. “Korea’s positions taken at the U.N. when handling various issues is very universal and they easily draw support from other countries,” he said, adding that he will try his best to win support from other U.N. member countries when he goes there. Hahn joined the foreign ministry in 1985.