Sharing the lecture held on Tuesday, November 21, 2023.

‘Sool’ Diplomacy: Korea’s Traditional Alcohol as Soft Power

SPEAKER: Matt Watson

SUMMARY:

It was the contention of my studies during my time at Korea University to examine how alcohol has become an increasingly important product when countries seek to promote themselves and their food abroad. In the case of Korea, early attempts focused on traditional rice wine exports have tapered off and have been replaced by a more nuanced “gastrodiplomacy” that seeks to promote Korean alcohol to both domestic and foreign audiences. By exploring these attempts in a comparative framework with Japan, we can see the growing enthusiasm for promoting alcohol within Korean public diplomacy efforts. This liquid lining can be considered a useful way to reach not only the hearts and minds, but also the livers of current and potential markets. By emphasizing alcohol abroad, Korea can overcome increased competition, declining domestic consumption and stagnating rural economies in tandem with its other soft power objectives.

BIO:

Robert “Matt” Watson was previously completing an MA in East Asia Studies with the GSIS program at Korea University and has since been continuing his education in International Studies while educating others at Sungkyul University south of Seoul.