Jeju Peace Institute

The “New Hallyu” centered on K-Pop is spreading around the world quickly beyond East Asia in line with the increased use of social media throughout the globe. Meanwhile, public diplomacy which targets the foreign public, unlike traditional diplomacy, and includes diplomatic activities carried out either by governments or non-government individuals or organizations ? is gaining increasing importance around the world nowadays. Against such backdrop, this study intends to present the policy alternatives required to connect public diplomacy to the New Hallyu, which is emerging as a supranational cultural phenomenon, and contribute to reinforcing Korea’s diplomatic capabilities. Contents I. Introduction II. Theoretical Reviews of Public Diplomacy III. Current State and Tasks of Korea’s Public Diplomacy IV. Overseas Public Diplomacy Promotion Cases and their Implications for Korea V. Evolution Processes of Hallyu and New Hallyu Phenomenon VI. Ways to Reinvigorate Public Diplomacy through the New Hallyu VII. Conclusions