Country Report
Cultural diplomacy is an indispensable instrument for South Korea to expand its foreign policy room for manoeuvre as a middle power. Since the early 2000s, the government has specifically promoted Hallyu, the so-called "Korean Wave" worldwide. As a result, Korean popular culture has experienced an enormous international upswing. Korea is now benefiting from the success of Hallyu and is preparing for a new Korean Wave. South Korea is one of the few, if not the only, country in the world that has set itself the goal of becoming the world's leading exporter of popular culture.
