Soft Power Tools of Modern East Asia: the Role of Popular Culture and Art in The Politics of South Korea and Japan

“Soft power” is the ability to influence others not by coercion but by persuasion. In international relations, this factor plays a key role. South Korea and Japan, having become significant players on the world stage, use popular culture and art to shape their image. Both countries have successfully adapted Western ideas and created unique hybrids that appeal to a global audience. Despite the common influence of the West, these countries have taken different paths of westernization. Therefore, their comparative analysis is particularly interesting for soft power research. This paper explores the use of popular culture and art, especially cinema and international art exhibitions, as soft power tools in contemporary South Korea and Japan. Through critical discourse analysis, the different strategies these countries employ are examined given their unique historical and socio-political contexts. By comparing the approaches of South Korea and Japan, the thesis shows how they utilize soft power to shape their international image and achieve national interests.