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One-on-One with Chairperson of Presidential Council on Nation Branding

2011/08/24 Source

"Thank you for making time to talk to us today.
[Reporter : Laah Hyun-kyung] Now my first questions would have to be, what has your experience been like so far serving as the chairperson of the council

[Interview : Lee Bae-yong, Chairperson Presidential Council on Nation Branding] "It's been almost a year now since I've worked as the head of the council and what I realized is that not many Koreans seem to know about the meaning of nation branding.
A good brand needs to have not only likeable features but also credibility built upon it in order to exhibit its lasting values.
In that sense, a nation's brand can be interpreted as its class or dignity.
People are not looked upon by others by wearing fancy clothes or making lots of money.
Rather, those who share what they have with others, who are said to have a class often end up earning respect.
I feel like Korea has a lot to offer to the international community, but are undervalued because we just don't know how to build that type of credibility".

[Reporter : ] "What in your opinion are the traits Koreans have that can be used in elevating Korea's image

[Interview : Lee Bae-yong, Chairperson Presidential Council on Nation Branding] "Well, our competitive edge and technical skills are highly recognized internationally, and I know for a fact that we have more than that.
Our nation's ancient history has led us to have a rich cultural, as well as spiritual heritage.
But in the process of achieving such great economic success, I feel like we may have lost track, we may have lost bits and pieces of these treasurable values here and there.
Koreans have, by nature, good personal characteristics and people outside of Korea need to know about this".

[Interview : ] "I hear there's going to be a huge convention later this week for the first time.
What would be the main objective of the convention

[Interview : Lee Bae-yong, Chairperson Presidential Council on Nation Branding] "A four-day convention will kick off this Thursday, where participants will have an opportunity to learn what we, as Koreans, can offer to the international community.
The Korean Wave does not refer only to K-pop and Hallyu and it certainly did not happen over just one day.
It is both our tangible and intangible assets, that finally gave birth to the Korean Wave.
Our individual characteristics and talents represent our country's brand.
This is what all of us should be aware of and this is what the convention is for".

[Reporter : ] "What would be the future plan for you as well as the council[Interview : Lee Bae-yong, Chairperson
Presidential Council on Nation Branding] "Among many tasks that need to be worked on by the council, I'm planning to focus on overseas volunteer work.
Korea should now go beyond just sharing materialistic resources and advance to sincerely offering our hearts and talents to the world.
The Korean government has organized a volunteer group called World Friends Korea, which plans to send 60-thousand volunteer workers overseas by the year 2015.
Another goal is to register as many Korean cultural assets as possible to the UNESCO World Heritage list, so that more foreigners can be aware of the beauty of Korea and visit our country".

"Thank you so much for your time today and thanks for sharing your thoughts with us. Thank you".

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