'Digital Transformation Era, Overseas Promotion Plan'
Establishing Concepts Resonating with Both Citizens and the World
Providing High-Quality Korean Information, Strengthening Private Sector Cooperation
In 2021, South Korea's status was elevated to that of an 'advanced country' at the United Nations Conference on Trade and Development. As it is necessary to deliver responsible messages on issues requiring nationwide joint responses, promotion strategies and directions in the international community have become increasingly important.
Foreign tourists visiting Myeongdong, Jung-gu, Seoul, on the 2nd are enjoying sightseeing. According to the Korea Tourism Organization, the number of foreign tourists visiting Korea in February reached 1,030,244. This is 86% of the level in February 2019, before the COVID-19 pandemic. During the same period, tourists from China and Japan also recovered to 76% and 86%, respectively. Additionally, tourists from the United States and Taiwan increased by 8.4% and 2.3%, respectively. Photo by Jin-Hyung Kang aymsdream@
Accordingly, on the 28th, the Ministry of Culture, Sports and Tourism announced the 'Overseas Promotion Plan in the Era of Digital Transformation' at the Cabinet meeting. This is a mid- to long-term strategy prepared by analyzing overseas media and gathering expert opinions after establishing the International Cultural Promotion Policy Office in February. The plan aims to respond to the acceleration of digital transformation based on new technologies and the reorganization of the media ecosystem through effective promotion.
Previously, there were limitations in expressing the values or directions pursued by relying on individual events or news articles. The Ministry of Culture, Sports and Tourism will first redefine international perceptions. Focusing on spreading 'more, more accurate, and more positive' information about Korea, it has established three major promotion strategies.
First is establishing a concept that resonates with both the public and the world. Based on the vision of a 'Global Hub Nation Together with the World' and six keywords?'innovative,' 'creative,' 'friendly,' 'trustworthy,' 'growing,' and 'safe'?promotion messages and stories will be developed.
An official from the Ministry of Culture, Sports and Tourism explained, “We plan to continuously discover concepts containing core values through the National Promotion Strategy Committee, which includes participants from all walks of life. We will encourage comprehensive utilization by linking with government policy announcements, international events, tourism, export companies, and more.”
Yoon In-chon, Minister of Culture, Sports and Tourism, is delivering a welcoming speech at the Regulatory Innovation Promotion Meeting for the Advancement of Free and Creative Culture, Sports, and Tourism Industries held on the 4th at the National Museum of Modern and Contemporary Art in Jongno-gu, Seoul. Photo by Jo Yong-jun jun21@
The Ministry will also identify agendas and leading discourses that resonate internationally. The scope of agenda analysis will be expanded beyond foreign media to include materials distributed by overseas research institutes, international organizations, and social networking services (SNS), to grasp the overall interests and issues of the international community. Additionally, a system will be established to send consistent external messages, systematically managing the voice of our government.
Second is providing high-quality information about Korea. An artificial intelligence (AI)-based data analysis platform will be built to distribute credible information and respond to the rapidly increasing demand for related information. Large-scale data analysis will be automated, and customized analytical reports will be produced by objectively understanding international perceptions of Korea.
The Ministry will also assess the current state of Korea-related information, focusing on highly influential media. This includes the English Wikipedia, official websites of foreign governments and international organizations, travel guides and tourism websites, and textbooks. Together with relevant specialized institutions, a foundation for providing high-quality information will be established.
The core is the platform 'K-Info Hub,' optimized for overseas search engines. It will provide Korean information tailored to foreign demand. A Ministry official stated, “We will collaborate with national intellectual property production institutions and others to enhance accessibility to Korean information abroad.” He added, “In line with the era of individual media, we will produce and open free sources (videos, images, texts) to support anyone in easily creating and spreading content that fits the Korean promotion concept.”
Third is cooperation with the private sector, including citizens, experts, and foreigners residing in Korea. Support will be provided for event invitations, information provision, and coverage to influencers with international influence and digital specialized media functioning as alternative press.
In addition to traditional communication targets such as diplomatic corps and foreign media, a network linked to overseas promotion will be established with foreigners residing in Korea who experience Korea closely, including marriage immigrants, migrant workers, international students, and corporate expatriates. Customized Korean information content such as the 'Korean Life Guidebook (tentative title)' will be jointly produced to meet user needs.
Minister Yoo In-chon of the Ministry of Culture, Sports and Tourism said, “Through this promotion strategy, I hope Korea will establish its status as a global hub nation and become a central axis that grows together with the world.”
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