Cultural diplomacy of the republic of korea to Viet Nam
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CULTURAL DIPLOMACY OF THE REPUBLIC
OF KOREA TO VIET NAM
Pham Thi Thanh1
Ha Noi Metropolitan University
Abstract: Cultural diplomacy is considered as soft power, which is used by many nations
in the world aiming to increase their influence and position. The Republic of Korea
(RoK) is one of the first nations in the region having success in using cultural diplomacy
to promote its national brand and to confirm its position in the world’s map. Located in
the common influence of the region, Viet Nam is also one of ideal cultural partners of the
RoK due to the cultural similarities and the psychology of "passionate admiration"
Korean culture. Therefore, understanding the RoK’s policy on cultural diplomacy to Viet
Nam is necessary in order to draw valuable experiences during the process of integration
and development of Viet Nam.
Keywords: cultural diplomacy, Korean culture, Korean wave, soft power, Hallyu
phenomenon
1. INTRODUCTION
In the modern int’l relations, the nation’s position is not always evaluated basing on
economic or military power, but sometimes the evaluation is based on cultural power that
has gained increasingly clear advantages, concerned by many developed nations, as well.
In fact, the national power is dependent upon several factors, but we cannot ignore the
important role of cultural diplomacy − one of factors to raise "soft power" of each nation.
Whatever developed or developing countries, cultural diplomacy is also identified as
an effective tool of soft power to contribute significantly in addressing major challenges of
our time heading sustainable development such as the inequality; the gap between the rich
and poor; disparities in wealth and development; religious conflicts; ethnic conflicts...
Therefore, cultural diplomacy is called "soft power" which creates to both persistent spread
and long − term effects.
1
Nhꢀn bài ngày 07.10.2016; gꢁi phꢂn biꢃn và duyꢃt ñăng ngày 25.10.2016
Liên hꢃ tác giꢂ: Phꢄm Thꢅ Thanh; Email: ptthanh@daihocthudo.edu.vn
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TRƯỜNG ĐẠI HỌC THỦ ĐÔ Hꢀ NỘI
For the Republic of Korea, cultural diplomacy is not merely cultural exchange or
cooperation between the two countries, but cultural diplomacy is one key part of "the
wave" of RoK’s culture, which combined closely its foreign policy on economy and
"pervasion" of Korean capital to the world (i.e. pervading film, music, fashion, cuisine...).
Located in the common influence of the region, Viet Nam is considered as one of ideal
cultural partners of RoK because of the cultural similarities and the psychology of
"passionate admiration" Korean culture. Therefore, understanding the RoK’s policy on
cultural diplomacy to Viet Nam is necessary to draw valuable experiences during the
process of integration and development of Viet Nam.
2. SOME CONCEPTS OF CULTURAL DIPLOMACY OF THE ROK
As we know, cultural diplomacy is a combination of various activities concerning to
culture fields (cultural and artistic exchanges; public diplomacy activities...). Cultural
diplomacy may best be described as a course of actions, which are based on and utilize the
exchange of ideas, values, traditions and other aspects of culture or identity, whether to
strengthen relationships, enhance socio − cultural cooperation, promote national interests
and beyond; cultural diplomacy can be practiced by either the public sector, private sector
or civil society [1]. Cultural diplomacy is also as the mean of Soft Power that Joseph Nye,
who initiated the concept of soft power, defines it as "the ability to achieve one’s purposes
or goals" [2, p.10] and "the ability to get others to do what they otherwise would not do
without resorting force or threat" [2, p.15]. Cultural diplomacy plays important role in
many fields including politics, economics and the nation's cultural identity through friendly
approaches heading individuals rather than government; the public rather than the upper
middle class, which all aim to create a peaceful environment, to strengthen common
interests, to reduce prejudice, as well.
In the recent years, many governments have been established gradually agencies and
organizations to undertake diplomatic mission on culture in oversea including British
Council (UK), French Cultural Centre (France), Goethe Institute (Germany), Confucius
Institute (China), The Japan Foundation Center for Cultural Exchange (Japan), Korean
Cultural Center (RoK), Vietnamese Cultural Center (Viet Nam)... The establishment of
these agencies representing the country's image in oversea is nation’s long − term strategy
aiming to gain the support at each specific geographic 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 4th
largest developed economy in Asia and 11th in the world (2015) having high − living
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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
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TRƯỜNG ĐẠI HỌC THỦ ĐÔ Hꢀ 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.
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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
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TRƯỜNG ĐẠI HỌC THỦ ĐÔ Hꢀ 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.
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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.
REFERENCES
2. Hoàng Minh Lꢆi (2013), Đꢀi sách cꢁa các quꢀc gia và vùng lãnh thꢂ ꢃ Đông Bꢄc Á vꢅ sꢆ gia
tăng quyꢅn lꢆc mꢅm, Nxb Khoa hꢇc Xã hꢈi.
4. Nguyꢉn Thꢅ Miên Thꢂo (2012), "Sꢊ phát triꢋn cꢌa công nghiꢃp văn hoá Hàn Quꢍc hiꢃn nay",
Tꢇp chí Nghiên cꢈu Đông Bꢄc Á, sꢍ 6.
5. http://huc.edu.vn/vi/spct/id77/XU − HUONG − PHAT − TRIEN − CUA − CHINH − SACH −
VAN − HOA − HAN − QUOC/
NGOꢀI GIAO VĂN HOÁ CꢁA HÀN QUꢂC ĐꢂI VꢃI VIꢄT NAM
Tóm tꢄt: Ngoꢇi giao văn hoá ñưꢉc ví như quyꢅn lꢆc mꢅm mà các quꢀc gia trên thꢊ giꢋi
ñꢅu hưꢋng ñꢊn nhꢌm gia tăng tꢍm ꢎnh hưꢃng cꢁa mình. Hàn Quꢀc là mꢏt trong nhꢐng
quꢀc gia ñꢍu tiên trong khu vꢆc thành công trong viꢑc dùng ngoꢇi giao văn hoá ñꢒ vꢓa
quꢎng bá thương hiꢑu quꢀc gia vꢓa khꢔng ñꢕnh ñưꢉc vꢕ thꢊ cꢁa mình trên bꢎn ñꢖ thꢊ
giꢋi. Nꢌm trong tꢍm ꢎnh hưꢃng chung cꢁa khu vꢆc, Viꢑt Nam cũng là mꢏt ñꢀi tác văn
hoá lí tưꢃng cꢁa Hàn Quꢀc bꢃi nhiꢅu nét tương ñꢖng văn hoá và tâm lí "sùng ngưꢗng"
văn hoá Hàn Quꢀc. Do vꢘy, tìm hiꢒu chính sách ngoꢇi giao văn hoá cꢁa Hàn Quꢀc ñꢀi
vꢋi Viꢑt Nam là ñiꢅu cꢍn thiꢊt, ñꢒ tꢓ ñó ñúc rút kinh nghiꢑm cho Viꢑt Nam trong quá trình
hꢏi nhꢘp và phát triꢒn.
Tꢓ khoá: Ngoꢇi giao văn hoá, văn hoá Hàn Quꢀc, làn sóng văn hoá, sꢈc mꢇnh mꢅm, hiꢑn
tưꢉng Hàn lưu.
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