IMAGE OF THE REPUBLIC OF KOREA IN CENTRAL ASIA: STRATEGY, TOOLS, RESULTS

Abstract

This article analyzes the Republic of Korea’s image policy in the countries of Central Asia, using a case study as the primary research method. The relevance of this topic stems from the growing competition among external actors - China, Russia, the European Union, Turkey, and Japan - for influence in the region, where South Korea is developing its own strategy through instruments of soft power.

The case of the Republic of Korea illustrates a comprehensive and multi-layered approach to implementing an image strategy, encompassing economic, cultural, humanitarian, and educational dimensions. The analysis identifies the key components of South Korea’s image strategy: cultural expansion through the phenomenon of the “Korean Wave” (Hallyu), the development of educational programs, the provision of humanitarian aid, and the implementation of infrastructure and investment projects.

The formation and strengthening of strategic partnerships with the countries of the region also play a significant role. Institutional cooperation mechanisms - such as the Korea-Central Asia Forum - create a political framework for building trust and serve as an additional channel for public diplomacy. Special attention is given to the role of the Korean diaspora in Central Asia, which serves as an important element of public diplomacy.

Ethnic Koreans, historically rooted in the region, promote a positive image of Korea through their participation in cultural and educational initiatives, social activism, and the work of local Korean organizations. The diaspora forms a humanitarian bridge between Korea and the countries of the region, reducing cultural distance and fostering sustainable intersocietal ties.

The article emphasizes the specificity of Korea’s interactions with the states of the region - Kazakhstan, Kyrgyzstan, Tajikistan, Turkmenistan, and Uzbekistan - taking into account political, economic, and cultural factors. The study finds that the consistent use of soft power instruments and a tailored promotion strategy for each country enables the Republic of Korea not only to strengthen its positive international image but also to establish sustainable channels of interaction with the governments and societies of Central Asian states. This study may be of interest to specialists in regional studies, international relations, and Korean studies. The findings also open up prospects for further exploration of how image-building strategies influence regional cooperation and integration processes.