Cultural diplomacy of the republic of Korea to Viet Nam

hic area and to pervade its effects to the 
 world. Thus, thanks to cultural diplomacy, each country could find the best way to promote 
 their national brand and to raise their influence to the world. 
 Located in the Northeastern region of Asian continent, the Republic of Korea is the 4 th 
 largest developed economy in Asia and 11 th in the world (2015) having high − living 
TẠP CHÍ KHOA HỌC −−− SỐ 9/2016 167 
standard as ranked by the World Bank [3]. The RoK’s economy mostly depends on 
exports, especially focusing on electronics, automobiles, ships, machinery, petrochemicals 
and robotics. In the comparison with other countries in the region, such as Japan and 
China, the military and technologies of RoK are still incomparable with these countries. 
On the other hand, the RoK is also not enough competitiveness capacity on information 
technology and skilled labors. 
 Meanwhile, to sustain the domestic growth and to strengthen its position in the region, 
 the RoK always drafts essential strategies to balance its power in home and abroad as well 
 as to set up national culture as an important key to develop cultural policies to the world. In 
 addition, the RoK’s government also tries their best to advertise the national image 
 attracting int’l public. Since ever, along with the endeavor of both government and people, 
 the RoK’s national brand was confirmed gradually. 
 In the 60s of last century, the RoK was a poor, agricultural, backward country and 
 hardly natural resources. The Koreans realized that their inward − looking policies were 
 inappropriate. Therefore, they decided to turn in outward − looking policies aiming to 
boost exports. In 1990, the RoK created the world − renowned as one of "four Asian 
dragons" through "Miracle on the Han River". This "miracle" concerned not only economic 
development but also "cultural industry"" − one of the exporting strategies of RoK 
bringing to the success of "Miracle on the Han River". More than a decade later, thanks to 
ongoing endeavors of government and people to built int’l relationships and to apply 
policies on expanding bilateral cultural cooperation with many partners including Viet 
Nam (1994), the RoK’s cultural sector has been known for the important role and great 
contributions to the country's economy. After 1999, the economic value of RoK’s culture 
sector achieved an average annual growth rate of 21,1% (while the average economic 
growth during the period 2000 − 2002 was only 6,1%). By 2010, the revenue of cultural 
industry gained 72,5378 trillion KRW, up 5.1% comparing to the same period last year, 
contributing 6.2% to the GDP [4, p.12]. The above figure showed that RoK has succeeded 
in the strategy setting up national cultural export as key target. Furthermore, thanks to the 
endeavor to promote national brand basing on cultural activities, the RoK was listed in the 
top of countries exporting culture. Since the early years of XXI century, the Korean wave 
and Hallyu phenomenon have been identified as important keys boosting "homeland of 
Kim Chi" and its position to the world. 
 Over several stages of development, with each period and specific circumstance, the 
cultural goals of RoK could be changed; however, the most frequent and important goals 
of cultural policy always include building national cultural characteristics; developing 
culture and art; improving quality of life through culture. These targets demonstrated that 
168 TRƯỜNG ĐẠI HỌC THỦ ĐÔ H NỘI 
national culture was no longer the individual goals of the cultural sector, but pervaded to 
all sectors such as economics, politics, domestic and foreign policies... to increase the 
influence of nation through soft power [5]. 
 In home, as a connector, the development of national cultural policies has contributed 
to build knowledge platform of society, to clarify and improve the relationship between the 
government and businesses, as well between the government and people. With the 
diplomatic role, the success of strategy on cultural export has contributed easily to 
implement the strategy of cultural diplomacy, promoting the national image and upholding 
the prestige on its int’l brand. 
 With the pervasive development and the revenue of the country, it is easy to recognize 
that the country has certainly succeeded on economics and culture; but it is difficult to 
assess the success on politics and diplomacy. However, through cultural policy, the success 
in promoting the RoK’s image and reinforcing its int’l position has contributed to the 
success in the field of diplomacy. Bringing the new image, from winning the hearts of 
public to become one of key parts of the political diplomatic strategy, many cultural 
programs were held alternately in diplomatic activities. Through State − level visit, the 
summits or the trips of RoK’s leader abroad, many cultural activities were held to uphold 
the mutual understanding between RoK and its int’l partners. Additionally, the President 
Park Geun − Hye also participated in cultural activities to promote the country’s image 
during international presidential trips such as an official visit to Viet Nam from September 
2013, President Park Geun − hye attended a fashion show presented by both Korean and 
 Vietnamese designers on Hanbok and ao dai − the traditional costumes of the two 
 countries. In Brazil 2015, President Park Geun − hye had the attendance in the event to 
promote Korean fashion and music. In Mexico on April 2016, she did not forget to 
 strengthen activities on cultural diplomacy in order to attract the attention and admiration 
 of Mexico people for Korean culture. Also, in the early of May 2016, in the first historic 
 visit of the RoK’s president to the Islamic Republic of Iran, the head of the RoK’s 
 government participated in the campaign themed "Korea − Iran One Heart Festival" to 
promote RoK’s image to Iran’s people at Tehran capital. In June 2016, President Park 
 Geun − hye has embarked on a 12 − day African tour to forge economic and diplomatic 
 ties with the world’s second − largest continent, she joined in launching ceremony the 
 Korea Aid program (a program offers medical health, music, culture services... to the 
 African region through ODA). These positive cultural diplomatic activities have boosted 
 the image of the RoK and to increase the effect of Korean wave to all continents. 
 Under the slogan using soft power to raise the nation’s influence rather than military 
 or economics powers in the global tendency, the RoK has succeeded in the goal of 
 developing cultural industry to become one of the most important pillars of national power. 
TẠP CHÍ KHOA HỌC −−− SỐ 9/2016 169 
 In spite of the fact that the external achievements still did not clearly define, the RoK’s 
 "cultural diplomacy model" almost meets now all the goals of national brand development 
 and maintains positive perception of the world about the RoK. This approach not only 
brings benefits to Korean communities in oversea but also interprets culture as a bridge to 
 remove barriers of geography and language aiming to enhance and maintain economic, 
political and diplomatic relationships between RoK and its partners in the future. 
 The RoK is a dynamic country. Besides the outstanding economic achievements, the 
 country has achieved many successes in the field of culture and turned national culture into 
 an industry for exporting. These strategies, experiences and policies on cultural 
 development of RoK are valuable lessons for integration efforts of other countries, 
 including Viet Nam. 
3. THE ROK’S ACTIVITIES ON CULTURAL DIPLOMACY TO VIET NAM 
 Located in the East Asia, Viet Nam and the RoK have many historical and cultural 
similarities. Particularly in the Southeast Asia region, Viet Nam is one of the first countries 
importing Korean culture in the early period of the RoK’s strategy for exporting culture. 
 In December 1992, Viet Nam and RoK established official diplomatic relations, then 
 signed an agreement on cultural cooperation in 1994. The agreement shall be automatically 
 renewed every five year. Accordingly, the two countries agreed to share management 
 experiences, methods, technique and condition of cultural activities; to implement 
 educational and scientific cooperation; to exchange among arts and culture institutions; to 
 cooperate among literary and artistic associations, writers associations, art associations... 
 These agreements proved that culture was one of fields of cooperation to be seriously 
 considered by the two countries [6]. After the agreement, the number of Korean enterprises 
invested to Viet Nam increasingly. Along with the volume of Korean cultural 
imports rapidly also increased, the Vietnamese began to pay attention to the dishes on 
Korean dramas. Adding it, there was the similarity of culinary culture between Viet Nam 
and RoK. The family meals always appear rice and anything can be replaced but nothing 
can replace rice in their meals. Since ever, the interest in Korean foods in Viet Nam has 
created a basic foundation to advertise Korean cuisine in Viet Nam. In this context, since 
2008, the Embassy of RoK in Viet Nam held annually the Culinary Culture Festival Viet 
Nam – Korea offering colorful booths to advertise Korean cuisine and culture. By 2010, 
under the support of Korean organizations and agencies, Viet Nam also held annually 
Tourism and Culture Festival in the RoK. 
 Especially, on the occasion of the 20th anniversary of establishment of diplomatic 
 relations between Viet Nam and RoK and welcoming Viet Nam − RoK Friendship 
170 TRƯỜNG ĐẠI HỌC THỦ ĐÔ H NỘI 
Year (2012), the two countries organized a series of meaningful cultural activities such as 
Tourism and Culture Festival in Changwon and Seoul (RoK). At this festival, many 
exhibition activities, art performances, seminars and programs on investment promotion 
were took place to introduce Vietnamese culture to the RoK’s people, to strengthen mutual 
understanding between two countries, and to help Vietnamese communities who are living, 
learning and working in the RoK to integrate into Korean society. 
 Furthermore, on the occasion of the 20th anniversary of establishment of diplomatic 
relations between Viet Nam and RoK, the Association of RoK’s People Loving Viet Nam 
(VESAMO) organized cultural exchanges such as art performance program with the 
Korean Symphony Orchestra was played by 53 Korean musicians in Busan city; program 
on Quan Ho folk singing (love duets) was held at Kinh Bac Culture Center. In 2013, the 
Tourism and Culture Festival continued to hold in Seoul and Daegu, in Seoul and Gwangju 
(2014), in Seoul and Jeju (2015). This year, the festival was held in Chungnam and 
Andong. In addition, many large Korean entertainment corporations are also actively 
investing in Viet Nam such as the biggest Korean film company (CJ), Lotte, Diamond... 
 For the field of heritage, Ministries of the two countries has signed cooperation 
program, memorandum of cooperation on promotion of intangible and tangible cultural 
heritage, archaeology and research on maritime cultural heritage, exhibition and promotion 
on world heritage of Viet Nam and the RoK. For example: Viet Nam and the RoK 
successfully co − ordinated in voting for Viet Nam’s Ha Long Bay and the RoK’s Jeju 
Island to become one of 7 new World Natural Wonders (2012)... has confirmed the close 
cooperation of the two countries. 
4. CONCLUSIONS 
 According to the trend of deep globalization and international integration, peace, 
cooperation and development, cultural diplomacy has become one of effective tools of 
"soft power". In order to effectively expand international cooperation and organize cultural 
diplomacy activities, as well to strengthen the influence of culture, many nations and 
regions are seeking best approaches to increase their soft power including the RoK. 
 Indeed, Korea's culture has spread across the world due to continuous investment and 
the Korean wave, known as Hallyu pervading in not only Asian countries but also Europe 
and the Americas. Developing cultural investment to export and promote national image, 
then enhancing diplomatic relations with other countries through "soft power" are long − 
term and enduring strategies of the RoK. In the next decade, the goals of "soft power" are 
continuous cultural policies with stronger content and intensity aiming to uphold RoK "soft 
power" into a new level. 
TẠP CHÍ KHOA HỌC −−− SỐ 9/2016 171 
 In the context of global integration, Viet Nam is no exception with the impact of 
process of integration. Therefore, Viet Nam should draft and complete fully mechanisms, 
policies on cultural diplomacy. Along with, the country also should identify effective 
 approaches to transform national culture into power including acquiring selectively cultural 
 quintessence of humanity; preserving, enriching and deepening the national cultural values, 
 which are considered as important factors of national resources such as human resources, 
 geographical advantage, mineral resources, economic potentials... according to the 
 speaking of Joseph Nye "Viet Nam can completely build their own soft power". In 
 addition, Viet Nam should spread creatively the influence of culture in diplomatic 
 activities to promote national image as well as to deepen and strengthen the closely 
 relations with other nations around the world, especially with the Rok. 
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 NGOI GIAO VĂN HOÁ CA HÀN QUC ĐI VI VIT NAM 
 Tóm tttttt: Ngoi giao văn hoá ñưc ví như quyn lc mm mà các quc gia trên th gii 
 ñu hưng ñn nhm gia tăng tm nh hưng ca mình. Hàn Quc là mt trong nhng 
 quc gia ñu tiên trong khu vc thành công trong vic dùng ngoi giao văn hoá ñ va 
 qung bá thương hiu quc gia va khng ñnh ñưc v th ca mình trên bn ñ th 
 gii. Nm trong tm nh hưng chung ca khu vc, Vit Nam cũng là mt ñi tác văn 
 hoá lí tưng ca Hàn Quc bi nhiu nét tương ñng văn hoá và tâm lí "sùng ngưng" 
 văn hoá Hàn Quc. Do vy, tìm hiu chính sách ngoi giao văn hoá ca Hàn Quc ñi 
 vi Vit Nam là ñiu cn thit, ñ t ñó ñúc rút kinh nghim cho Vit Nam trong quá trình 
 hi nhp và phát trin. 
 TTTT khoákhoá: Ngoi giao văn hoá, văn hoá Hàn Quc, làn sóng văn hoá, sc mnh mm, hin 
 tưng Hàn lưu.