文化軟實力探討韓國國家品牌之整合－以韓國流行文化為例(2000-2020)

1997年，亞洲金融風暴重創韓國經濟，促使韓國處於破產邊緣，不得不與國際貨幣組織談判尋求貸款渡過難關。韓國政府意識到過度依賴財閥，若財閥面臨緊急危機或是倒閉，將致使韓國陷入破產不利的境地。時任總統金大中在這場金融危機中意識到增強國家的經濟競爭力的重要性，以及需要不同的產業，以最少的成本換取最大的利益。當時韓國國家形象低落造成韓國技術與產業產品貶值，韓流熱潮便成為了轉換韓國國家形象的重要議題。韓國電視劇在亞洲地區的大受歡迎，致使民眾對韓國的文化好感度劇增，也成了韓國的契機。無論是金大中政府的擴充文化財產、擴大文化享受權、文化遺產和韓國文化的世界化、培育文化產業的政策，或是盧武鉉政府〈創意韓國〉的文化政策藍圖到李明博政府的「有品位的文化國家，大韓民國」，朴槿惠政府的「文化繁榮」政策，皆以韓流文化作為政策的主軸。本論文就韓國四任總統的文化政策與國家品牌政策，在韓流文化的發展上做研究探討，檢視其成功發展的因素以及可供借鏡之處。

關鍵字

韓流文化；文化政策；國家品牌；軟實力

並列摘要

In 1997, the Asian financial crisis severely impacted South Korea's economy, pushing the country to the brink of bankruptcy and necessitating negotiations with the International Monetary Fund (IMF) to seek loans. The South Korean government recognized the dangers of excessive reliance on conglomerates (chaebols), realizing that a crisis or collapse of these chaebols could lead to detrimental consequences for South Korea. Then, during this financial crisis, President Kim Dae-jung, understood the importance of enhancing the nation's economic competitiveness and the need for diverse industries to maximize gains while minimizing costs. At the time, South Korea's national image was tarnished, leading to a devaluation of South Korean technology and industrial products. The Korean Wave (Hallyu) phenomenon emerged as a crucial agenda to transform South Korea's national image. South Korean dramas gained immense popularity in the Asian region, significantly boosting public favorability toward South Korean culture and providing an opportunity for the country. Whether it was Kim Dae-jung's government's policies to expand cultural assets, increase cultural access rights, promote cultural heritage and the globalization of South Korean culture, or Roh Moo-hyun's "Creative Korea" policy blueprint, Lee Myung-bak's vision of a "Cultured Korea, Great Republic of Korea," or Park Geun-hye's "Cultural Prosperity" policy, all of these administrations centered their policies around the Korean Wave culture. This thesis explores the cultural policies and national branding strategies of four South Korean presidents in the context of the development of the Korean Wave culture. It examines the factors contributing to its successful development and identifies lessons that can be applied elsewhere.