Hallyu perceived by young Koreans in the context of Korean Nation branding strategy

This article analyzes the perceptions of young Koreans about the representativeness of the cultural phenomenon called Hallyu (or the “Korean Wave”) in the context of the Nation Branding strategy of the Republic of Korea. The work is based on the surveys applied to university students from three different institutions in South Korea, on the analysis of the collected data and fieldwork. This research, sustained by the information obtained from primary sources, provides a reflection – that has not been previously elaborated, neither in Korean society, nor in other countries – on the Nation branding strategies of South Korea, headed by the state, yet not supported by the society of the Asian country in focus. The analysis of the collected data permits to question the discourse that is postulated by the power structures of the Republic of Korea