New Strategies to Leverage Digital Advances and Expand Information Channels

Courtesy of Korea Craft & Design Foundation

The South Korean government has introduced a comprehensive four-year plan aimed at improving the country’s global image, the Ministry of Culture, Sports and Tourism announced on Tuesday. The initiative will run from 2024 to 2027 and involves three major strategies with 11 key initiatives, focusing on integrating overseas messages, enhancing the credibility and user-friendliness of Korea-related information, and expanding cooperation with non-traditional channels.

The Ministry of Culture, Sports and Tourism’s new vision, "A Global Pivotal State in Partnership with the World," is supported by six data-based keywords: innovative, creative, friendly, trustworthy, growing, and safe. The ministry aims to bolster the international dissemination of credible information about South Korea through the use of artificial intelligence technology for media content generation and monitoring. A key component of this initiative is the launch of K-Info Hub, a platform designed to provide reliable information on Korea’s history, culture, and current affairs, featuring intelligent search and automatic translation services.
 

▲ A video featuring singer/actor Bae Suzy, wearing hanbok on Dec. 24, 2023 is shown on an electronic billboard at New York's Times Square / Courtesy of Korea Craft & Design Foundation

The deputy minister for International Cultural Affairs and Public Relations Office, Yong Ho-seong, emphasized the importance of presenting South Korea's overarching values and national image, noting that previous overseas promotions have fallen short in this regard. To address this, the ministry established the International Cultural Affairs and Public Relations Office in February to enhance Korea's cultural presence and influence globally.

Efforts will be made to update inaccurate or outdated information about South Korea across various media, including online platforms like Wikipedia and traditional channels such as textbooks and guidebooks. Initial surveys are underway to identify frequently searched topics related to Korea, guiding the updating process.

To address the long-standing issue of information lag between domestic and foreign media, the ministry plans to synchronize information dissemination through inter-departmental cooperation. Additionally, influencers and digital journalists will be engaged to support this effort. 

▲ Yong Ho-seong (first from right), deputy minister for International Cultural Affairs and Public Relations Office, during a press conference on May 23 held at the National Museum of Modern and Contemporary Art, Korea, in Seoul / Courtesy of Ministry of Culture, Sports and TourismThe plan also includes expanding the network of global information channels beyond diplomats and traditional foreign media. Immigrants, foreign workers, and students in South Korea will be supported to act as effective ambassadors. The ministry intends to provide these groups with comprehensive reference materials on various aspects of living in Korea to help them disseminate accurate information and combat the spread of distorted narratives.

These initiatives come in response to South Korea's reclassification as a developed country by the UN Conference on Trade and Development in July 2021, a change that has elevated the country's global standing. The ministry’s efforts are aimed at ensuring that South Korea's international image reflects its current status and values.

Sayart 

Blue YIM, yimyoungseo1010@naver.com