By Kim Tae-gyu
Staff Reporter

Science and technology and celebrities are the sectors where Korea fails to secure the respect the nation deserves by the biggest margins, according to a survey by Samsung Economic Research Institute (SERI) and the Presidential Council on Nation Branding.

The two said Monday that the so-called "Korea Discount" runs deepest in the high-tech and celebrities segments ― its actual competitiveness is fine but its image is disappointing.

"As far as global competitiveness is concerned, Korea ranks fourth in science and technology among 50 countries surveyed. But its global image on science and technology ranks ninth," SERI senior researcher Lee Dong-hun said, meaning Korean technology is undervalued.

"Celebrities are another category where the country suffers from the Korea Discount. Its actual competitiveness was placed at 10th but the image of Korean celebrities was ranked 27th. The country needs to take advantage of its celebrities with better branding strategies," he said.

SERI found that Asia's fourth-largest economy stood at 19th in the overall global competitiveness index, compiled on data in eight categories including the economy, infrastructure, science and technology, and celebrities.

The ranking is in tune with that of the World Economic Forum that put Korea at 19th in September but is better than the 27th spot from the International Institute for Management Development in June.

The United States topped the list followed by Germany, France, the United Kingdom, Japan, Sweden, Switzerland, Canada, Australia and the Netherlands.

In the image index, which was based on interviews with 13,500 opinion leaders from 26 nations across the world, France led the pack trailed by Japan, Sweden, the U.K. and Germany. Korea came in 20th.

SERI, the research arm of the country's foremost chaebol, the Samsung Group, said that another problem is that Koreans lack self-confidence in addition to failing to garner appropriate outside evaluations in line with their real worth.

"We found that Koreans tend to underestimate our edge in science and technology as well as prowess of celebrities including renowned business tycoons, artists and sports stars," Lee said.

"If we continue to make light of our competitiveness in these areas, we will not be able to leverage them. Then, I am afraid that we will have to struggle to raise our brand image on the global stage," he said.

For celebrities on whom Korea should depend for in global branding campaigns, Lee picked U.N. Secretary General Ban Ki-moon, figure skating star Kim Yu-na and players on the U.S. Ladies Professional Golf Association Tour.

voc200@koreatimes.co.kr