Soft power, technology, and tourism: what makes South Korea a global phenomenon
For Jeff Santos, South Korea's representative in Brazil, the country currently occupies a unique position in international tourism. "Korea is already part of the imagination of those traveling from Europe or North America. And this is mainly due to the strength of its soft power," he explains
Korean art—especially television dramas, music, dance, and audiovisual media—has established the country as a cultural reference, influencing the rest of Asia and the world. "It's a gift that no other Asian or Western destination can offer today."
Innovation with identity
South Korea stands out for offering an experience that blends cutting-edge technology, urban modernity, and a highly refined aesthetic sense. "There's a unique contemporary Korean feel. The way it connects with young people is something we don't see anywhere else in Asia," notes Jeff Santos.
From post-war to world power
Beyond pop culture, Korea also attracts attention for its history. After World War II and during the Cold War, the country was one of the poorest in the world. Less than 70 years later, it became a benchmark for development.
"It's a clear example of overcoming challenges and accelerated restructuring. What's fascinating is precisely this recent history, which shows how a country can reinvent itself with planning and vision."
A destination closer than you imagine
Despite its geographical distance, South Korea is more present in Brazilians' lives than it seems. From cell phones to cars, from home appliances to digital culture, the influence is tangible.
"The proximity already exists—and that's why visiting the country today makes so much sense. Korea manages to deliver a unique, enchanting, and deeply connected experience," concludes Jeff Santos.
Report: Mary de Aquino.