Youth culture as a nation‐branding resource: A case study about policy discourse of South Korea

Abstract This study aims to examine nation‐ness in nation‐branding policy discourse. This case study deals with South Korea's nation branding from 2008, particularly through the trajectory of K‐pop. The act of branding a nation ultimately results in the construction of a new form of “nation‐ness as a product” and it provides economic benefits. It is so attractive for a government. However, at the same time, it is so hard to succeed. The nation‐ness sometimes can be a reason not to consume. Nation branding, therefore, requires sensitive control of the relationship between culture and nation. While associating cultural attractions with the nation, one should not give too much nation‐ness to culture. This study examines policy discourses in South Korean political documents regarding the relationship between K‐pop and the nation. The survey revealed the following findings: Even though nation branding is a policy for making nation‐ness an object of consumption, K‐pop and the Korean Wave were disconnected from the policy discourse of South Korea. There are three reasons for this finding: the arms‐length principle, economic perspective, and moving up the pecking order.