Korean Soft Power in a Globalized World: Opportunities, Challenges, and Regional Impacts

This panel explores the multifaceted dimensions of South Korea's soft power, focusing on its global influence. Through the lens of Hallyu (the Korean Wave) and its cultural diplomacy initiatives, our discussions will examine Korea's evolving role in shaping perceptions, forging partnerships, and engaging audiences worldwide. Specifically, the panel will address Korea's strategic use of cultural diplomacy and entertainment to influence regions such as India, Jamaica, and Western contexts. We will evaluate the effective cultivation of Korean soft power, analyze its reception in diverse geopolitical environments, and highlight its potential as both a tool for diplomacy and a means of challenging neoliberal cultural norms. Attention will also be given to the relationship between cultural consumption, youth engagement, and the perception of Korea’s country-of-origin image, with a focus on case studies from India and smaller nations like Jamaica. Through these discussions, the panel will provide a deeper understanding of the opportunities and challenges in leveraging culture as a form of power in today’s globalized world.