The relationship between South Korea (SK) and Latin American (LA) countries experiences an expansionist trend; both sides have started to perceive opportunities and ensuing benefits. South Korea has extended its soft power strategy toward the LA region during the last couple of decades in an organic way, by the dissemination of its K-culture (Hallyu) and through its public diplomacy. Given the expansion in the relationship and exchanges, the strategy seems in overall terms positive, but it is not clear how each instrument influences each outcome, as well as the effectiveness of the different vectors of the strategy.

Understanding the dynamics of SK soft power in the region and its impact is pivotal for both partners to have a better grasp on how to take advantage of the present context, regionally and globally.

The present research project aims at shedding light on the broad questions above. It intends to identify and chart the main sources of SK soft power projection in the region, encompassing activities as cultural/media penetration, trade expansion, investment growth, presence in universities, migrations and major public diplomacy initiatives (co-operation, defence, trade and economic agreements, for instance). A qualitative assessment of SK soft power through interviews with experts from Brazil and a few select Latin American countries with largest Korean presence is also included in this ongoing project in partnership with The Korea Foundation.