THE REPUBLIC OF KOREA: PHENOMENON OF NATIONAL BRAND
Relying on previously unknown sources the paper examines the basic components of South Korea’s policy to form a national brand: popularization of national language, promotion of culture, broadening educational contacts, development of public diplomacy. Initially, Korean cultural exports were directed exclusively to the Asian countries. In the 2000s they became global. The analysis allowed the author to conclude that the formation of the state’s attractive image in the international arena is carried out basically by popularization of cultural products and promotion of the Korean language.