Art as a Tool of Cultural Diplomacy and the Part of Creative Industry (Case Study of South Korea)

This paper is made to examine the how role of South Korean visual arts in cultural diplomacy and creative industries changed in the period from 2013 to 2023. The purpose of this study is to fill the gap and provide insights on cultural diplomacy from the point of view of museum studies. In this paper qualitative and quantitative research approaches are used to conduct a comprehensive analysis of the development of Korean arts domestically and abroad, government policies implemented for sector support, and economic impact that industry shows. To support the findings, 3 interviews with experts in the field of Korean art, creative industries and nation branding and cultural diplomacy were conducted. The study concludes, that during the ten years South Korean government implemented various policies to develop the art industry and find a new niche for international influence, moreover, arts were successfully disseminated among the society, which is proven by the increasing demand for art-related events and for consuming Korean arts. However, interviews brought important insights related to the arts as national brand. Despite the growing popularity and increased attention for art from the government, interviews proved that, yet arts are a less widely known and effective way of branding in comparison with pop culture, but it has the potential to strengthen its position on international stage in the future.