The Rise of South Korea's Soft Power in Europe: A Survey Analysis of Public Diplomacy

Abstract

This study investigates public perceptions of South Korea in Europe empirically through a survey. Using expert assessments in 19 countries, the results show that Europeans perceive the economic and technological development of South Korea positively, but opinions are more mixed regarding its standing in politics, culture, and education. Furthermore, we find evidence of undervaluation, as South Korea is often regarded as a developing country without well-functioning institutions despite its actual position as a high-income, democratic country. Nonetheless, our study highlights areas of South Korea's recent development that are viewed positively – such as information technology, the Korean Wave, and successful Covid-19 management. Additionally, our results disentangle regional differences inside Europe: more positive public perceptions in Eastern Europe and English-speaking countries, mixed in Southern and Latin Europe, and negative in Central and Northern Europe. Our findings underscore the importance of communicating with foreign publics as part of public diplomacy.