Can BTS Be Hired for the Peace and Unification of the Korean Peninsula?: Reviewing the Role of Culture in Korea’s Public Diplomacy

It is arguably suggested that the impact of Korean culture on Korea’s public diplomacy has been substantial, particularly through the widespread popularity of K-culture, which includes music, dramas, and entertainment. What are the actual impacts of Korean culture on Korea’s public diplomacy? Does the K-culture change the perspectives and minds of K-culture lovers? If so, what is the Korean government supposed to do (or not)? The boyband BTS and other K-celebrities are now regarded as the symbol of Korean soft power, so the Korean government has tried to use them to promote understanding of Korea’s policies. Was it successful? The latest survey on Korea’s public diplomacy by KINU in 2021 proved that K-culture’s proliferation had caught public interest beyond cultural consumption. However, it has not successfully invited foreigners to understand Korean policies. Another survey conducted for this article highlights that Korea’s public diplomacy on peace and unification reveals limited impacts. This article argues that the Korean government should leave cultural public diplomacy in the hands of private spheres rather than try to take initiatives in the peace and unification agenda.