A Brazilian Perspective on South Korean Diplomacy: Briefing on the Evaluation of South Korea's Public Diplomacy

Key Chapter Title List

1. Introduction
2. Section 1: Conceptual Pathways (Soft Power, Public Diplomacy, Nation Branding)
3. Section 2: Public Diplomacy in South Korea's Foreign Policy (Closed-Door Period, Open-Door Period)
4. Section 3: South Korea's Public Diplomacy towards Brazil (Evolution of Diplomatic Relations, Overview of Economic Relations, Data Assessment and Impact Measurement)
5. Final Commentary and Policy Recommendations
6. References and Appendices

Document Introduction

This report is authored by the International Intelligence Unit of the Getulio Vargas Foundation in Brazil. It aims to provide a systematic assessment of South Korea's public diplomacy practices from a Brazilian perspective. Rooted in the context of changes in the international landscape of the post-Cold War era, the report positions South Korea as a middle power actively employing soft power and public diplomacy strategies. The study argues that since the democratization and globalization policies of the 1990s, South Korea has successfully transformed public diplomacy from a tool for traditional security and economic demands into a comprehensive strategy integrating cultural exports, development aid, educational exchanges, and multilateral participation, aiming to reshape its national image and expand its global influence.

The structure of the report follows a rigorous analytical path. First, it conducts a theoretical analysis of core concepts such as soft power, public diplomacy, and nation branding, clarifying their similarities, differences, and interrelationships in academic discourse and policy practice. Second, the report longitudinally traces the historical trajectory of South Korea's public diplomacy, dividing it into the Closed-Door Period (1960s-1980s, focusing on regime legitimization and cultural preservation) and the Open-Door Period (1990s to present, focusing on economic orientation and cultural industry development). It provides a detailed analysis of key initiatives by successive governments in terms of institutional setup, policy legislation, and industry support, particularly examining how the Korean Wave phenomenon evolved from a cultural industry policy into a core pillar of national soft power.

The core section of the report focuses on South Korea's public diplomacy practices towards Brazil and the broader Latin American region. Through detailed economic data (trade, investment), diplomatic records (agreements, high-level visits), and cultural consumption surveys, the report assesses the evolution of bilateral relations, their current state, and the actual effectiveness of South Korea's soft power tools. The analysis points out that Brazil-South Korea relations exhibit significant economic complementarity and asymmetry: Brazil primarily exports commodities, while South Korea exports high-value-added industrial goods. Although bilateral trade and investment have fluctuated following rapid growth in the first decade of the 21st century due to domestic crises in Brazil, South Korea's cultural influence (through the Korean Wave) has gained widespread and positive acceptance in Brazilian society, significantly improving South Korea's image among the Brazilian public.

This report is based on South Korean government documents, international organization data, academic literature, and specialized surveys from the Korean Foundation for International Cultural Exchange. It employs a methodology combining historical analysis, data comparison, and policy evaluation. Finally, the report not only summarizes the successful experiences and challenges of South Korea's public diplomacy but also proposes specific policy recommendations for deepening the strategic partnership between South Korea and Brazil across four dimensions: economic trade, technological innovation, culture and education, and diplomatic cooperation. The report argues that for Brazil, which also seeks to play an active role in global governance, South Korea's middle power diplomacy and soft power strategy provide a valuable reference.