The Direction of South Korea’s Public Diplomacy with Japan

Jin Chang Soo

(jincs@sejong.org)

Senior Research Fellow,

The Sejong Institute

Executive Summary

■ Issues raised

○ As public diplomacy has become increasingly important, so has the budget for public spending increased. Despite South Korea's efforts to engage in public diplomacy with Japan, Japan's domestic response has been generally negative.

■ Reasons behind the underappreciation of public diplomacy with Japan

○ South Korea's lack of coherent strategy for Japan

○ Negative public opinion in Japan

○ South Korea's relatively weak soft power compared to its national power

■ How may changes in public opinion in Japan be evaluated? 

○ Although the perception of South Korea in Japan is highly negative, there is an increase in the preferable perception of South Korea in Japan. 

○ The reasons for the change include: first, changes in the environment caused by COVID-19; second, the fourth Korean Wave due to the strengthened competitiveness of South Korean cultural contents; third, the increased role of Generation Z and women in Japan.

■ Polarized Japan: Simultaneous Continuation of the Korean Wave and anti-Korean sentiment

○ Although the Korean Wave does not have much power of influence in Japan, Hallyu consumption has shifted around the younger generation. 

○ The anti-Korean sentiment continues to be prevalent in Japan, and therefore requires cautious attention. 

■ Conclusion and Recommendations

○ Management of Japanese public opinion/anti-Korean sentiment

   1) Promote a working-level and/or a problem-solving focused video conference between South Korea and Japan

   2) Expand the practical role of the Korea-Japan Parliamentarians' Union

   3) Hold a Korea-Japan joint symposium on anti-Korean sentiment and discriminations throughout South Korea and Japan 

○ Form a virtuous circulation of Korean contents, increased interests in South Korea, and more consumption of Korean contents. 

   1) Build a landmark, a symbol of friendship between South Korea and Japan 

   2) Hold a Friendly Korea-Japan Exchange Festival (tentatively named) 

   3) Create a joint production and various supporting programs for the development of cultural contents between Japan and South Korea

○ Present the future vision of Korea-Japan relations

   1) Establish a "Korea-Japan Digital Convergence Network" in line with the Fourth Industrial Age

   2) Enable digital public diplomacy.​​