Let's Implement Action Plan to Promote National Band
South Koreans have complained about negative images of the nation that are prevalent abroad. But no one else but them is to blame for these images mirrored in the minds of people around the globe. We have to deliver a true mea culpa for having tainted our national image. We have even read some press reports about ''ugly Koreans'' in the past decades.
It is no wonder that every sector of Korean society has had to tolerate a ''Korea discount'' due to its inability to better publicize its national brand. Ostensibly, South Korea is the world's 13th largest economy. It has emerged as a global leader in information technology (IT), boasting the highest rate of Internet use. Its pop culture has enjoyed a boom abroad, especially in Asia.
However, the country still does not have the brand value that matches its economic status, long history and unique culture. Its global image is far behind what we think the nation deserves. South Korea currently ranks 33rd among 50 countries in the Anholt-Gfk Roper Nation Brands Index. First we have to pinpoint exactly what the problem is.
Experts often cite the nation's geopolitical factors: national division, the Korean War, military dictatorship, North Korea's nuclear weapons program and its escalation of tension with South Korea. We need to overcome these geopolitical risks on a long-term basis to increase our brand value.
What's more serious is that we have done little to improve our national image. In fact, policymakers, businesspeople and the public have not properly recognized the importance of the country's brand value. Besides, the country's global image has continued to be damaged by violent street demonstrations, frequent labor disputes, anti-foreign capital sentiments and rampant corruption.
It can be said that a country's image and brand value are the reflection of the level of its economic development, national strength, maturity of society, degree of democratic progress, quality of living, rule of law and transparency among others. It will be almost impossible for Korea to join the club of advanced nations without fostering a better image. In this context, the Lee Myung-bak administration has operated the Presidential Council on Nation Branding since January. On Tuesday, the council announced an ambitious plan to raise the nation's brand ranking by 18 notches to 15th place among the 50 countries by 2013.
Under the 10-point action plan, the council will promote the learning of Korean among people around the world by setting up the ''King Sejong Institute'' named after the Joseon Kingdom monarch who spearheaded the invention of the Korean alphabet hangeul. The council has also decided to promote the nation's traditional martial art taekwondo. Besides, next month it will launch the ''Korean Supporters,'' a Peace Corps-like program to dispatch more than 3,000 volunteers overseas each year.
The panel also plans to create a ''Global Korea Scholarship'' to attract more foreign students to the country. Another important program is to actively share the nation's development experience with developing nations to publicize the nation's brand value. We hope the government, the private sector, and the public will join hands to implement the action plan and produce successful results in improving the national image.