Juliette Schwak City University of Hong Kong
[email protected] South Korean nation branding and the building of competitiveness society Which pressures, which responses? “Diplomacy in the 21st century will center around economy and culture. We must keep expanding trade, investment, tourism and cultural exchanges in order to make our way in the age of boundless competition which will take place against a backdrop of cooperation.” (Kim Dae-jung 1998) Introduction Global competitiveness has become the most urgent imperative for contemporary states to respond to. The European Management Forum commented, as early as 1979: “competitiveness has become to economics what gravity is to physics: one (of) the fundamental forces which underlie the major events […] like gravity, it is a force that one cannot escape. It affects equally companies that need to grow, individuals who want to preserve their jobs, and, of course, nations to sustain and increase their standard of living. Understanding how competitiveness works is necessary for all.” (EMF 1979) Competitiveness has now been normalized, accepted as an inexorable force to which nations should adapt. Fougner notes: “The prominence and meta-character of the ‘competitiveness problem’ in contemporary reflections on state governance can hardly be exaggerated”. (Fougner 2006, 165) No state has taken this imperative as seriously as South Korea. From the end of the military dictatorship in the 1980s up to now, South Korean governments have led strategies to open Korea to the world, and make it a global country, responding to a perceived necessity to “globalize or perish” and to upgrade South Korean competitiveness in an era of “boundless competition” (Kim Dae-jung 1998).