Hallyu, Public Diplomacy, and Development Cooperation: Koreas Cultural Diplomacy Concocted for Africa

Abstract

This study examines the concoction of hallyu, public diplomacy and development cooperation in Africa wherein lies dangers and opportunities of Koreas cultural diplomacy. Drawing on policy studies and additional field research in Ghana and South Africa, this study argues that the long-run consequences of hallyu public diplomacy in Africa are not in sync with the proclaimed narrative in development cooperation in the creative industries in the continent. Despite Koreas new strategy of development cooperation in the creative industry, such discrepancy and the pursuit of each diplomacy in a silo fashion may offset the intended outcomes of each diplomacy and lead to a lack of coherence in Koreas foreign policy in Africa. By highlighting both potential risks and opportunities in the triple conjuncture, this study aims to extend understanding of a less studied area of the South-South cultural engagement.