The government system I prefer (and are familiar with) when thinking about re-branding a nation is South Korea. As discussed before, South Korea's startup works with industry, government, and people. In South Korea, there was a lot of funding in the post-war economy (Dr. Valverde's Lecture 2017). South Korean's government made a good decision in investing their country and (re)branding their country. According to Eung Hong, one-third of venture capital in Korea is spent on the entertainment industry more than any other sector" ("The Birth Of Korean Cool" 7). South Korea's market such as entertainment (Korean pop culture, Korean drama, Korean movie), make-up and beauty industry, and proliferation of K-pop music videos on YouTube caters to domestic consumers and other consumers across the country (globally including Asia, Europe, Africa, and the Americans) (Dr. Valverde's Lecture 2017). Due to the Internet and social media and easy access to K-pop music, K-drama, K-movies on Youtube and online, it is affordable for people all over the world to see it. The government did a great job in marketing Korean culture and with the phenomenal popularity of romance drama (i.e. Boys Over Flowers, The Heirs, My Love From Another Star, Wish Upon a Star, and Coffee Prince).
Sources:
Hong, Eung. 2014. The Birth of Korean Cool: How One Nation Is Conquering the World Through Pop Culture. Picador: New York.
Valverde, Kieu-Linh Caroline. 2017. “Week 1 – January 9 and 11 Introduction: National Aesthetics and New Economies.” Lecture. University of California, Davis. January 9 and 11.
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