Creation of the Seoul Brand through Hallyu

Authors

DOI:

https://doi.org/10.24265/cian.2020.n12.07

Keywords:

Hallyu, K-Pop, Seoul Metropolitan Government, City Brand, I.Seoul.U, VisitSeoul.net

Abstract

This article focuses on the VisitSeoul.netactivities, as part of I.Seoul.U brand, to observe South Korea capital´s brand and understand how the Seoul Metropolitan Government has developed and develops different strategies and activities through its identity and image. From a documentary review and an in-depth interview with Lee Doo Ran (Seoul City Council), as well as an exploration that allows us to understand these activities, the importance of Hallyu (The Korean Wave) for the South Korean capital is investigated for understanding how the Seoul Metropolitan Government, using Hallyu, develops strategies and activities focused on maturing and respecting its city brand.

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Author Biographies

  • Julia Rodríguez Castillo, Universidad de Málaga (España)

    Master's degree in Strategic Management and Innovation in Communication and doctoral candidate at the University of Malaga (Spain), within the Interuniversity Doctorate program in Communication (University of Málaga, University of Seville, University of Huelva and University of Cádiz). Graduated from the University Europea de Madrid in Advertising and Audiovisual and Multimedia Communication. His main lines of research are digital communication and the “Korean wave”.

  • Ana Almansa Martínez, Universidad de Málaga (España)

    University Professor in the Department of Audiovisual Communication and Advertising, of the University of Malaga (Spain). Coordinator of the Master's Degree in Strategic Management and Innovation in Communication, Academic Secretary of the Interuniversity Doctorate in Communication (University of Malaga, University of Seville, University of Huelva and University of Cádiz). Editor of the International Journal of Public Relations. His main lines of research are political communication, institutional communication, public relations and communication management.

References

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Published

2020-11-23

Issue

No. 12 (2020): Correspondences & analysis N°12 2020 (july - december)

Section

Arti­cles

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How to Cite

Rodríguez Castillo, J., & Almansa Martínez, A. (2020). Creation of the Seoul Brand through Hallyu. Correspondences & Analysis, 12, 191-206. https://doi.org/10.24265/cian.2020.n12.07
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