[Akyeong's Perspective] Challenges for the Korea Open and the Leap Forward for Korean Golf

Korea's Exclusion from the Masters Reveals Status Gap
Inviting Global Stars and Strengthening Association Diplomacy Needed

Kwangho Lee, Head of Culture and Sports Team

Starting next year, the Masters will grant entry to the winners of national title tournaments in select countries. The six countries included are Scotland, Spain, Japan, Hong Kong, South Africa, and Australia, but South Korea has been excluded. Considering South Korea’s reputation for consistently producing world-class golfers, this is a shocking decision.

The selected tournaments share clear commonalities: all possess a long history and international symbolic value. Scotland and Australia are regarded as the “home of golf” and the “hub of the Southern Hemisphere,” respectively, while the Japan Open, established in 1927, boasts a rich heritage. The Japan Golf Association has built trust with the Masters through long-term exchanges. The Hong Kong Open has established itself as a flagship event on the Asian Tour, and the South African Open is further elevated by the legacy of legends like Gary Player.

In contrast, despite being the most prestigious tournament in South Korea, the Korea Open has limited global recognition and influence. Major reasons cited include unstable sponsorship, low participation from top international players, and the association’s lack of marketing capabilities. In fact, The Open had allocated two spots to the Korea Open until last year, but reduced it to one this year-a clear warning sign. However, the Korea Golf Association (KGA) and the Korea Professional Golfers’ Association (KPGA) failed to present any clear strategies in response.

South Korea has consistently produced world-class golf stars. Male golfers such as K.J. Choi, Sungjae Im, and Siwoo Kim are active on the PGA Tour, and the Korea Ladies Professional Golf Association (KLPGA) stands shoulder to shoulder with the LPGA. However, the domestic men’s tour and the Korea Open have struggled to translate these achievements into international brand value. Ultimately, this has revealed a clear gap between “individual player accomplishments” and “institutional or tournament achievements.”

Sports diplomacy cannot be achieved through skill alone. The Japan Golf Association has built trust with the Masters through long-term relationships, but South Korea’s associations have lagged in diplomatic and lobbying capabilities despite the players’ strong performances. Furthermore, the Korea Open has failed to craft a compelling narrative that positions it as the “gateway to Asia,” which has proven to be a critical shortcoming. In the end, this decision exposes the structural limitations of South Korean golf.

The tasks ahead are clear. First, the Korea Open must elevate its international status. This can be achieved by co-hosting with the Asian and European Tours, increasing world ranking points, and inviting more top international players, thereby naturally making it a tournament that attracts global talent.

Second, the associations must strengthen their global negotiating power. Rather than one-off lobbying efforts, a diplomatic strategy that builds long-term relationships with major tour organizers is essential. Solidarity with other associations in Asia is also crucial.

Third, active participation from corporations and broadcasters is required. Without stable sponsorship, exposure through global broadcasting platforms, and a digital content strategy, it is difficult to persuade the international market. Marketing aimed at younger fans is also an important task.

Being excluded from Masters qualification is a painful reality, but it also serves as a wake-up call for change in South Korean golf. South Korea has already reached the top of the world through skill. The remaining challenge is to elevate the international status of its tournaments and systems. If today’s setback is taken as a lesson for tomorrow, it may not be long before the Korea Open proudly becomes a gateway to the Masters.