The Korea Foundation is holding its 2nd international conference on nation branding on August 13 (Thurs.).

The conference, to be held as the follow-up of the 1st conference in November last year, will be held at Jeju Haevichi Hotel & Resort, in conjunction with the 5th Jeju Peace Forum, which is being organized by the Jeju Special Self-Governing Province, International Peace Foundation, and East Asia Foundation, on August 11 ~ 13.  The Korea Foundation will organize and hold the nation branding conference over three sessions on the third day of the Forum.

The Jeju Peace Forum, held bi-annually since 2001, has become an important forum for discussing the most important political and economic issues and phenomena in the East and Northeast Asian region.  This year, 8 organizations are sponsoring the Forum, including the Ministry of Foreign Affairs and Trade, Ministry of Land, Transport and Maritime Affairs, Presidential Council on Future & Vision, and Northeast Asian History Foundation, as well as the Korea Foundation.

Participating in this year's conference will include Simon Anholt, who is widely recognized as the one who originated the concept of "national brand" and the author of the Anholt Nation Brands Index; Euh Yoon-Dae, the chairman of the Presidential Council on Nation Branding; Yim Sung-joon, the president of the Korea Foundation; Cho Dong-Sung, professor of business at Seoul National University; Keith Dinnie, professor of business at Temple University Japan Campus and the author of Nation Branding: Concepts, Issues, Practice; Nicholas Cull, professor of public diplomacy at Annenberg School of University of Southern California, and other leading specialists in nation branding from Korea and abroad.

The Korea Foundation, as a leading public diplomacy organization in Korea, has worked to increase understanding of Korea abroad through promoting cultural and intellectual exchanges between Koreans and foreigners, sponsoring Korea-related researches at foreign educational institutions, and producing various print and media materials.  As a national brand is becoming increasingly important in a country's international status in this globalized world, the Korea Foundation is working to contribute to raising the positive images for Global Korea brand.