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This saw current French President François Hollande organize a Strategic Attractiveness Council in February 2014. Prior to that in 2009, the Korean government created a Presidential Council on Nation Branding to boost Korea's exports, inward investment and tourism. As an exchange between nations, 2015 and 2016 will be very important for France's and Korea's understanding of each other and promotion of their respective images.
Perhaps we should first start by defining what nation brand image is to understand just why it is needed. The image of a product, a brand or a company corresponds to how it is perceived by consumers. If positive, it develops and conveys the product's character in a unique manner different from its competitor's and thus enhances the product's value.
Companies define their image through marketing strategies, whereas a nation's image is mainly forged throughout time: its definition lies in the combination of history, culture, arts and economy. France's long history has shaped the image of quality and elegance from which it now benefits.
Art and industry are indeed strongly intertwined. For instance, the Age of Enlightenment which led to the Industrial Revolution and, more recently, the information era, which saw the development of digital as an open system touching every field, are examples.
Experience gathered throughout time, combined to an open creativity approach, allowed France to develop pioneer technologies such as the supersonic plane Concorde or the TGV, France's high-speed train; or more recently various successes from bionic medical research to the digital entertainment scene with artists such as Daft Punk. This is what we call the "French Touch," France's soft power.
Despite a rich history and culture, Korea actually started to truly draw worldwide interest in the 2000's, after joining the rankings of developed countries. From then on, it strengthened its image of a dynamic, successful and innovative country. Korea understood the importance of soft power and the sudden popularity of K-pop helped Korea's reputation all over the world: various Korean companies and sectors, such as cosmetics, are now surfing the K-pop wave.
Even beyond the global sensation of K-pop, Korean cultural successes are numerous: Kim Ki-duk's film Pieta won the Golden Lion in 2013, Shin Kyung-sook is the first Korean writer to win the Man Asian Literary Prize in 2011 for "Please Look After Mom." So far, Korea relies on a tradition of technological integration and values of modernity, whereas France leans more on timeless values.
Opposing tradition in return for modernity is irrelevant when developing a nation identity. It is important to integrate the former with the latter to sustain growth, Korea implemented a strong and rapid modernization from the 1970s which marked a rupture and revolutionized the infrastructure and urbanization of the country; but Korea now has the means to revisit and learn from its great history and culture.
To develop and maintain their reputations, both the French and Korean governments must recognize the importance of dedicating policies to foster their nation's brand image. It is also important to focus on the roots that truly shape a nation's image, though supporting education and raising individual awareness.
The writer is the chairman of France Korea Chamber of Commerce and Industry.
