Unintended ambassadors: the intersection of marriage migration and Korea’s Nation branding

This study examines the intersection of state’s nation-branding and marriage migration. It reveals how Vietnamese marriage migrant women and their Korean spouses often function as unintended ambassadors who inadvertently showcase and promote Korea’s image abroad. Site visits to Can Tho, the primary sending region of marriage migrant women from Vietnam, were conducted alongside interviews and document analysis. The findings demonstrate that, firstly, marriage migration has played a significant role in promoting Korean language education. Korean language education was found to be a derivative economy of marriage migration, driven by marriage migrants’ language requirements and the rising popularity of Korean dramas. Korean – Vietnamese couples were found to have actively engaged in Korean language education, collaborating with Korean and Vietnamese universities to meet this growing need. Secondly, the dissemination of Korean culture was further bolstered by Vietnamese marriage migrant women’s social remittances, as they not only informally traded beauty products but also facilitated the establishment of small K-beauty businesses through their personal networks. By focusing on the transformative roles of marriage migrants and their spouces, this study illuminates the intricate interplay between various state-led transnational projects and the derivative economy of marriage migration.