Apparently, South Korea has applied the Korean wave as a strategy for the sake of expanding its culture
and improving their country profile as well as develops its appreciation to generate revenue to the
national income (Asian Social Science, 2009). The success of South Korea in expanding their pop culture
to other countries have also had a significant positive impact on the country as it showed an increase in
its GDP (Gross Domestic Product) of tourism and culture industries (Dator & Seo, 2004). Apart from the
popularity of Korean pop culture, the South Korean Government has put even more effort promoting
their country by launching a nation branding project in January 2009, which the government aims to use
as a tool to lift Korea‟s ranking in the Anholt‟s Nation Brands Index (NBI) and to make their brand value
match the reality. (Nation-Branding, 2009) 2 According to the above information, studying on how