KOCCA strategy for expanding South Korean cultural content to global audiences amid the COVID-19 pandemic

International Relations Department, Faculty of Humanities, Bina Nusantara University, Jakarta, Indonesia 11480

^* Corresponding author: roseno.affandi@binus.ac.id

Abstract

The COVID-19 pandemic has forced many nations to execute a large-scale social restriction which subsequently inhibited socio-economic growth and impeded the development of other sectors. South Korea, on the other hand took advantage of the outbreak as a catalyst to strengthen its economy and national image through public diplomacy. Effort was made by the South Korean government following the increase of consumption for Hallyu digital contents among international audiences during lockdown and social distancing measures. This article examines how the South Korean cultural content expanded to global audiences and have significant high-rise of exports during COVID-19 pandemic. This paper argues that the pandemic has created challenges for business industries including the ones related to cultural promotions. Nevertheless, the Korean government through the Korean Cultural Agency (KOCCA) continue to push the export of their cultural resources. Through the theory of public diplomacy, this paper discusses about the strategy of Korean government which is important behind the success of Korean cultural expansion. Our study found that South Korea has aggressively facilitated supports for the influence of Hallyu, particularly within the digital promotions of Korean cultural contents which is increasingly peaking and simultaneously carrying the nation’s identity. Eventually during the pandemic, South Korean contents has proven to become the nation’s all-time highest export in 2021. Using the qualitative approach, all findings regarding the phenomenon will be compiled within one study.