KOREA FOUNDATION

Ryu Changsoo, Ambassador of Republic of Korea to Gabon

Cultural diplomacy refers to a wide range of diplomatic efforts to build rapport with other countries and their people and foster mutual understanding through various media such as music and film. Cultural diplomacy helps prevent misunderstanding and conflict that may arise from differences in culture and customs between countries and provides a possible breakthrough in diplomatic deadlocks, enabling continuous communication.

The Korean movie Parasite’s award-winning streak at prestigious international film festivals such as the Cannes Film Festival and the Academy Awards and Korean boy band BTS’s rise to the top of the Billboard charts mark new milestones and provide Korean overseas diplomatic missions with invaluable cultural assets. Just as Korea’s high-tech products are being exported globally, K-pop and Korean films are making their way into prestigious concert halls, theaters, and living room TVs around the world. Their global presence indicates that Korea leads the mainstream in the global cultural scene by transforming itself from an importer to an exporter of cultural products and content.

While planning cultural projects for this year, I did a lot of soul-searching about how to better promote Korea’s remarkable cultural achievements and turn them into opportunities for cultural diplomacy. Moreover, there is a need for Korea’s cultural diplomacy to evolve in accordance with its rising global profile. I believe cultural diplomacy requires different strategies and implementations according to whether a country positions itself at the center of the global cultural scene or its periphery.

Many cultural events such as a Korean film festival, which had been originally scheduled to take place in Gabon in 2020, were unfortunately cancelled due to the pandemic. This year, we are weighing the possibility of holding such events in accordance with new developments in the pandemic. That said, now is the time to seek creative contactless ways of engaging with people in Gabon virtually — one example being online events. It is exciting and gratifying to see Korean cultural products and content bring joy and excitement and touch the lives of people with different cultures, languages, and customs. At the same time, it gives me a great sense of responsibility.

Against this backdrop, the Korean embassy in Gabon wants to prioritize the following in its efforts to implement cultural diplomacy in 2021.

First, cultural diplomacy should take place in a bilateral, not unilateral, way. Hallyu (the Korean wave) has spread across the world, yet it takes effect in different ways according to geographic region and cultural background. Preventing misunderstanding from different cultural contexts requires cautious management to avoid spreading culture unilaterally and account for country-specific conditions. At the same time, diplomatic missions have an instrumental role in facilitating the spread and promotion of the Korean culture in regions with little access to Korean cultural content. In Gabon, an alumni group of Korean students and a KOICA club of former Gabonese trainees work together to voluntarily organize annual cultural events through close collaboration with the Korean Embassy. When the pandemic situation allows for it, a K-pop competition is also planned to be held in Gabon.

Second, fans of Korean culture deserve close attention and care as customers of cultural diplomacy. K-pop club members in Africa, where music and dance are part of everyday life, embrace K-pop music to its fullest extent by adding their own sense of rhythm and groove. Their performances show the potential of Korean content diversifying into new spheres. Once the pandemic subsides, a Korean breakdancing team will be able to hold a concert in Gabon under the sponsorship of the Korea Foundation, and its joint performance with local dance groups will contribute to promoting Hallyu in a diverse and inclusive manner by engaging local fans. It is also notable that K-pop fans are also interested in other aspects of Korean culture such as the language and food, opening a whole new avenue in cultural diplomacy.

Third, it is time to elevate cultural diplomacy to a higher level by not just introducing Korean culture but also promoting it in the context that it is a global cultural asset that serves the public good for humanity. Now is an opportune time to do so, given that BTS is resonating with young audiences by singing from their own experiences about topics such as real-world challenges, frustration, and loneliness, and Parasite’s social messages are connecting with the world through a creative visual language. It was a traditional mask from the Fang people of Gabon that inspired Pablo Picasso to paint Les Demoiselles d'Avignon, which marked a watershed moment in art history in the 20th century. Likewise, I believe interactive cultural diplomacy built upon Hallyu will empower Korea to set global cultural trends and contribute to the public good on a global scale.

For 2021, I hope for an early end to the pandemic, so that various cultural diplomacy events can take place to introduce Korean culture for the enjoyment of people around the world.

Ryu Changsoo, Ambassador of Republic of Korea to Gabon