“The No. 1 mistake that Koreans make is the assumption that foreigners are so fundamentally different from themselves, that they can’t see the charm of street food stands, a festival next to the Han River, drinking soju in an open tent, or anything else that defines Korean life,” says Michael Hurt, who is an expat blogger, entrepreneur, photographer, and member of the Presidential Council for Nation Branding.

Matthew Lamers of the Expat Living section of the Korea Herald also writes:

“A growing gap between a traditional Korea and a cosmopolitan, ‘cool’ Korea is partly to blame for the country’s branding problem overseas, because the country’s leaders are promoting Korean industry and tradition at the expense of its vibrant youth culture.”

More reads:

[Korea Times]

[LA Times]

…

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