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 Remarks and Policy Recommendations
6. References and Appendices

Document Introduction

This report, authored by the International Intelligence Unit of Brazil's Getulio Vargas Foundation, aims to provide a systematic assessment of South Korea's public diplomacy practices from a Brazilian perspective. Rooted in the context of post-Cold War shifts in the international landscape, 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 implementation of "globalization" policies in 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, aimed at reshaping its national image and expanding its global influence.

The report's structure follows a rigorous analytical path. First, it provides 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, it chronologically traces the historical trajectory of South Korea's public diplomacy, dividing it into the "Closed-Door Period" (1960s-1980s, focused on regime legitimization and cultural preservation) and the "Open-Door Period" (1990s to present, focused on economic orientation and cultural industry development). It details the key initiatives of successive governments in institutional setup, policy legislation, and industry support, particularly analyzing how the "Korean Wave" phenomenon evolved from a cultural industry policy into a central 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. Using 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 assessment. Ultimately, the report not only summarizes the successes 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: economy and trade, technological innovation, culture and education, and diplomatic cooperation. The report concludes that for Brazil, which also seeks to play an active role in global governance, South Korea's middle-power diplomacy and soft power strategy offer valuable insights.