Public Diplomacy by Korean Entities in Poland: Governmental and Corporate Actors, Soft Power, and Public Perception
Keywords:
public diplomacy, soft power, corporate diplomacy, South Korea, international public relations, PolandAbstract
Public diplomacy has become a central instrument of contemporary international communication, increasingly shaped by non-state actors such as corporations, cultural institutions, and educational organizations. The Republic of Korea (South Korea) represents a particularly instructive case, as its public diplomacy strategy combines coordinated governmental action with the global presence of powerful multinational enterprises and the worldwide popularity of Korean popular culture.
This article examines South Korean public diplomacy activities in Poland, focusing on the role of governmental institutions and Korean businesses in shaping the country’s image among Polish publics. Drawing on the theoretical frameworks of soft power and new public diplomacy, the study employs quantitative survey data collected in Poland in 2024 (N = 901) to assess perceptions of Korea, its culture, economy, and international engagement.
The findings indicate that Korean companies function as highly visible and effective public diplomacy actors, significantly enhancing Korea’s economic and technological reputation, while official governmental initiatives remain comparatively less recognized by the wider public.
The article contributes to public relations and international communication scholarship by highlighting the growing importance of corporate diplomacy and market-based actors in state-led public diplomacy strategies, particularly in Central and Eastern Europe.
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