ABSTRACT
This chapter evaluates the developments in the Korean government's attitude toward the Korean Wave between 1993—the initial stage of the Korean Wave—and 2022—the end of the Moon Jae-in government—in tandem with soft power and cultural diplomacy. In other words, it explains not only the notions of soft power and cultural diplomacy in relation to the Korean Wave but also analyzes the ways in which each government advances soft power strategies. The chapter discusses three major strategies, including celebrity diplomacy, film festivals, and K-pop competitions organized by both the central and municipal Korean government. Finally, the chapter addresses the setbacks brought about by soft power policy in the realm of popular culture in the Korean context.
