South Korea in Reconstructing Masculinity as Brand Image of the State’s Economic Diplomacy

By applying the theory of Economic Diplomacy by Rana and Chatterjee, Public McClory State Identity Maxym Alexandrov, main purpose this study was to analyze reasons behind South Korea’s promotion soft masculinity through their means public diplomacy, such as K-Pop Korean drama. Particularly in Korea, ideas about how look good ‘a man’ are changing attitudes also influencing world. The has applied phenomenology methodology qualitative research methods understand contemporary international relations phenomenon which economic diplomacy. unit analysis examined subject is ‘South government’ explanation were driving factors why Korea promotes masculinity. data taken from secondary sources various books, journals, reports, well documents different relevant websites a comprehensive systematic applied. It found that an image promoted diplomacy tool creates appeal country towards global audience it rarity. become front liner incorporating its This further reveals product because utilizing uniqueness brand enhance for cosmetic industry