Does South Korea’s cultural clout make the country more powerful?

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Does South Korea’s cultural clout make the country more powerful?
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Moon Jae-in, South Korea’s president, is not the first world leader to hope that co-opting cool kids may have political benefits

”, which had just won the Oscar for best picture. More recently he appointed the members of BTS, the world’s biggest boy band, as “special presidential envoys for future generations and culture.” The stars appeared alongside him at the UN in September to promote covid-19 vaccination and sustainable development.

Mr Moon is not the first world leader to hope that co-opting cool kids may have political benefits. During the Cold War, both America and the Soviet Union enlisted artists in their ideological confrontation, a practice that prompted Joseph Nye, a political scientist at Harvard, to“soft power”. Tony Blair, Britain’s prime minister between 1997 and 2007, invited artists and rock stars to his flat in Downing Street.

Yet it is hard to tell if such efforts pay off. Some might argue that American pop culture contributed to the demise of the Soviet Union, but the eastern bloc’s dysfunctional economic system probably had more to do with it. Soft power is not strong enough to overcome great missteps or weaknesses. The best South Korean film and television draws far too much attention to social problems to lend itself to nationalist PR campaigns.

The best evidence for the political importance of South Korea’s culture may thus be attempts to suppress, rather than co-opt it. Since the K-pop gig in Pyongyang, North Korea has

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