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Survey of expats reveals tech sector raises South’s name value
March 18, 2009
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A survey by the National Brand Committee asked 1,000 expats including businesspeople, students and multinational households to choose from a list which factors they feel undermine Korea’s brand abroad. The division of the peninsula was selected by 48.4 percent, while 44.1 percent blamed insufficient contributions to international society. Political and social unrest were selected by 41.5 percent, followed by a lack of attractive destinations for immigrants and tourists at 38.8 percent. “It is problematic that Korea’s brand is not living up to its global standing in terms of the economy. The committee is expected to help the country overcome this global financial crisis,” said President Lee Myung-bak in a meeting with the committee, led by Euh Yoon-dae, former Korea University president. The committee was launched on Jan. 22 to promote the country’s brand overseas. Lee stressed that the Korean economy is crucial, but more important is earning international respect. The committee announced at the meeting that it aims to raise Korea’s brand ranking to 15th by 2013, the end of Lee’s term. No. 15 is the average for OECD members. To accomplish that, Korean ministries will publicize high-tech products, improve tourist infrastructure and come up with measures to protect and aid multicultural households. To raise Korea’s contributions to its needy neighbors, the Foreign Ministry has decided to consolidate various overseas voluntary service organizations now under different ministries into a single group of around 3,000 “Korean Supporters.” When the respondents were asked what came to mind first about Korea, kimchi and bulgogi were named by 30.4 percent, followed by hanbok, traditional Korean clothes, at 27.9 percent; Hangul at 16.1 percent, and the martial art taekwondo at 8 percent. Asked what areas had a positive influence on Korea’s external image, 34.9 percent of respondents said IT and telecommunications, followed by the economy, science and technology and culture. But almost 30 percent viewed Korea’s politics negatively, while 9.8 percent complained about the media. By Seo Ji-eun Staff Reporter [spring@joongang.co.kr] |
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