ABSTRACT
The division of Korea into the North and the South generates a typical image of South Korea that it is an unstable nation facing the danger of aggression from North Korea (Kim and Morrison 2005). Such a stereotyped and negative image cannot be eliminated or easily changed positively, although South Korea has endeavored to present the image of a stable or peaceful nation by hosting a mega sports event (the FIFA World Cup Finals in 2002) (Kim and Morrison 2005; Lee et al. 2005), creating the Korean wave – the growing popularity of South Korean culture (Choi et al. 2011) – and cooperating in an economic and tourism development project with the North, until late in 2011 when the operation was taken over by North Korea and all South Koreans had to leave.
