This chapter offers an insider’s diplomatic perspective on the Republic of Korea’s master plan for public diplomacy (2017–2021). Korea’s elevation in the hearts and minds of global publics cannot be ignored. It has been led in part by the rise of the Korean Wave (Hallyu), but also by recent initiatives involving the peace process between North and South Korea. The author, a career diplomat since the mid-1980s with the Korean Ministry of Foreign Affairs, is the former ambassador of public diplomacy and the first female ambassador of the Republic of Korea to the United Kingdom, appointed in August 2018.