South Korea has intentionally integrated the growth of its cultural industry into its national development strategy through sustained government policy.
Hallyu, the international “Korean Wave” of pop culture, media, and entertainment, exemplifies how cultural exports can shape global perceptions and influence international relations. Beginning in the 1990s and proliferating after the mainstream successes of BTS, Psy’s “Gangnam Style,” the acclaimed film Parasite, and Netflix’s Squid Game, Hallyu draws worldwide attention to South Korean culture and entertainment. Korean dramas, movies, and music have become household staples not only in Asia but also across North America, Europe, and other regions. The quality and appeal of its creative industries drive global interest in Korean culture, and the South Korean government actively promotes Hallyu as a central pillar of its foreign policy and economic strategies. The government deliberately uses K-Pop idols in international relations, riding the wave of immense Hallyu popularity and contributing to a stronger perceived national security relationship between the United States and South Korea. Ultimately, South Korea serves as a notable case study of culture functioning as an instrument of national power, demonstrating how a nation can leverage its cultural assets to achieve broader strategic objectives.
South Korea has intentionally integrated the growth of its cultural industry into its national development strategy through sustained government policy. K-pop and K-dramas not only spread culture but also serve as a tool for statecraft. In 1998, former South Korean President Kim Dae-Jung implemented the “Hallyu Industry Support Development Plan” to boost economic recovery after the Asian financial crisis, increasing government spending on culture from $14 million in 1998 to $84 million in 2001. This shift marked a turning point, as the government recognized the potential of cultural industries to contribute to national development. Subsequent administrations have continued to provide economic incentives, further developing the cultural sector and realizing the long-term value of cultural exports. For example, in 2023, South Korea allocated approximately 790 billion won ($622.5 million USD) to support companies and startups enhancing cultural exports, reflecting its ongoing commitment to fostering innovation and competitiveness in the creative industries. The state deliberately engineered and invested in the cultural sector, pursuing a broader strategy to use culture as a means of national advancement.
Government-backed cultural exports have directly increased tourism, cultural influence, and revenue for South Korea’s industries. In the early 2010s, as Korean entertainment entered the mainstream of global media, the Ministry of Culture, Sports, and Tourism established the Cultural Contents Industry Promotion Committee. It announced the “First Basic Plan for Promoting the Cultural Contents Industry.” This unified government effort aimed to expand the reach of Hallyu content both domestically and internationally, setting clear goals for export growth and audience engagement. Tourism now ranks among South Korea’s largest economic sectors, generating jobs, revenue, and a national tourism policy framework. The surge in Korean content, supported by government investment, resulted in economic success—a clear overall benefit for South Korea.
Idols play a unique strategic role in South Korea’s international engagement. Unlike Western countries where celebrities often act independently, South Korea frequently assigns idols to represent national interests in international relations. The government leverages these cultural icons as literal representatives of modern Korean culture, using their popularity and influence to further South Korea’s interests abroad. South Korea sees idols as ambassadors who can bridge cultural gaps, foster goodwill, and project a positive image of the nation to global audiences. Their involvement in official state functions, international events, and humanitarian campaigns amplifies the reach and impact of Korean soft power.
BTS, the most influential K-pop group, exemplifies the use of idols in international engagement. Former South Korean President Moon Jae-in appointed BTS as a “Special Presidential Envoy for Future Generations and Culture,” leading to BTS’s speech at the United Nations (UN) on the Sustainable Development Goals. Such direct representation by pop culture icons rarely occurs at the UN and probably elevated South Korea’s international presence. BTS’s participation in global forums showcases their artistic talents and signals the country’s commitment to addressing pressing global issues, such as youth empowerment, mental health, and sustainable development. Since November 2017, BTS has also partnered with UNICEF for the “Love Myself” campaign, raising about $6.6 million USD as of March 2024 to support children’s mental health. BTS’s massive fanbase—known as ARMY—has fueled the campaign’s global reach and demonstrated the potential for pop culture to drive meaningful social change.
In another milestone of international outreach, BTS visited President Joseph Biden at the White House in May 2022 to address anti-Asian hate crimes, marking an unprecedented instance of direct engagement by foreign celebrities. This event highlighted the group’s ability to influence public discourse and promote cross-cultural understanding at the highest levels of government. While not all of BTS’ activities constitute direct state-mandated engagement in international relations, their global influence consistently enhances South Korea’s image. The government does not control culture outright, but benefits from Korean culture spreading. Large fan bases for groups like BTS show their reach to address global issues and foster international solidarity.
Other K-pop groups also contribute to international outreach efforts on behalf of South Korea. In 2019, the boy group EXO, accompanied by former President Moon Jae-in, met President Donald Trump during the G20 Summit, presented signed albums, and engaged with the Trump family. While EXO’s specific international role was not publicly detailed, their presence fostered a hospitable environment for positive U.S.-Korean relations and demonstrated the soft power of Korean pop culture in high-level international settings. The group’s interaction with world leaders at such a significant event underscores the symbolic importance of cultural ambassadors, and their ability to humanize and personalize international relationships.
Through idol groups, South Korea has improved inter-Korean relations, demonstrating that cultural engagement can touch both leaders and populations.
Red Velvet’s 2018 performance in Pyongyang, the North Korean capital, stands as a powerful example of cultural engagement. The group performed for hundreds of North Korean citizens and met with North Korean President Kim Jong-un, who expressed gratitude for their “gift to Pyongyang’s citizens” and said he was “deeply moved” by the performance, which included both North and South Koreans singing “Our Wish is Unification.” North Korean state media highlighted the event’s role in deepening understanding between the two Koreas. Kim’s support for further cultural exchanges underscores the success of South Korea’s strategy in international relations. Through idol groups, South Korea has improved inter-Korean relations, demonstrating that cultural engagement can touch both leaders and populations. Strategic empathy and finding common ground through shared cultural experiences serve as crucial prerequisites for further engagement, fostering mutual understanding and paving the way for more meaningful dialogue. This rare moment of goodwill on the Korean peninsula suggests that shared artistic experiences can pave the way for dialogue and reconciliation.
South Korea’s cultural exports have significantly improved Western perceptions of the country. Western audiences, especially Americans, now engage with Korean music, film, beauty products, food, video games, and fashion at unprecedented levels. The global success of Korean brands, ranging from cosmetics to technology, amplifies the positive associations created through Hallyu. This trend aligns with the concept of “nation branding” which means making a conscious effort to shape a nation’s global image. Often, a state’s perceived soft power outweighs its actual influence. By investing in cultural exports, South Korea has successfully cultivated a favorable identity among Western audiences, enhancing its reputation and impact on the world stage.
Recent data underscores the effectiveness of South Korea’s nation branding strategy with the West. As of 2023, this approach correlated with a higher perceived presence in world affairs and a stronger perceived national security relationship with the United States. According to a Crown Center study, Americans rated South Korea’s global influence at 5.1 out of 10 in 2023, up from 4.5 in 2021. The perceived strength of the U.S.-South Korea security partnership is high, with 71% of Americans viewing it as beneficial, ranking just behind Japan and Germany. While political and economic factors also contribute, these perceptions closely align with South Korea’s cultural influence strategy, demonstrating the tangible impact of Hallyu on international relations. The positive image cultivated by Hallyu has made it easier for South Korea to pursue its objectives, attract foreign investment, and build strategic alliances. The continued rise in South Korea’s favorability ratings suggests that its cultural efforts remain effective and sustainable in the long term.
South Korea’s strategic promotion of cultural exports has become a powerful instrument of national power. The government’s consistent support for the entertainment industry through funding and initiatives has driven economic growth, tourism, and positive international perceptions. K-pop idols have proven effective as agents of cultural engagement, advancing nation branding and strengthening international relationships. The success of Hallyu illustrates how culture can serve as an effective instrument of national power, shaping global identity and enhancing a nation’s standing in the international community. As South Korea continues to innovate and expand its cultural offerings, it will likely grow its influence on the global stage, providing a model for other countries seeking to harness the power of culture for national advancement. Through its unique blend of government support, creative talent, and international outreach, South Korea demonstrates that cultural exports both entertain and serve as a strategic asset capable of transforming a nation’s fortunes and reputation worldwide.
Stephanie Sellers previously served as the Central Intelligence Agency (CIA) Representative to the U.S. Army War College and is the former General Walter Bedell Smith Chair of National Intelligence Studies. She has twenty-seven years of experience in the U.S. Government as an intelligence educator; tradecraft facilitator; analytic manager; military and science and technology analyst; and missile system engineer.
Qingan Leasure is a junior at Seton Hall University studying Diplomacy & International Relations and Mathematics. He has previously served as an intern for the U.S. Army War College and is interested in pursuing a career in the fields of national security, intelligence, and foreign policy.
The views expressed in this article are those of the author and do not necessarily reflect those of the U.S. Army War College, the U.S. Army, or the Department of Defense.
Photo Description: The K-Pop band BTS joins White House Press Secretary Karine Jean-Pierre on Tuesday, May 31, 2022, in the James S. Brady Press Briefing Room at the White House.
Photo Credit: Official White House Photo by Erin Scott
