Korean Cities Branding: Approaches and Scenarios for Promotion Intracity Destinations in the Context of the Korean Wave

Student: Buraia Ekaterina

Faculty: Faculty of Urban and Regional Development

Educational Programme: Urban Planning (Bachelor)

Year of Graduation: 2024

This work is dedicated to the study of territorial branding strategies with a focus on the influence of pop culture on city branding, exemplified by cities in South Korea. It covers modern approaches to shaping Korea's national brand, including through cultural and media campaigns. The paper analyzes how music, cinema, and other elements of pop culture can be used to strengthen the identity and image of territories. It considers the impact of global phenomena such as K-pop on the perception of cities, and also describes specific examples of successful city branding in Seoul, Busan, and Jeju-do. Additionally, the approaches and scenarios for promoting intra-city destinations in the context of the Korean Wave are examined.

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