Giving Korea wings

Interpreter-professor Choi dedicated to improving Korea’s image abroad


“I have been very lucky,” Choi Jung-wha, president of Corea Image Communication Institute, begins in her interview with The Korea Herald.

When Choi, the head of the Korean-French department of the Graduate School of Interpretation and Translation at Hankuk University of Foreign Studies, credits something as fickle as Lady Luck for her achievements, surely she is being modest.

If anything, her “bon augure,” as she calls it, is much her own doing.

Yes, she is fortunate in that she is doing what she likes and what she does well. “This is why I have been able to do what I do for more than 30 years,” she explains. “I interpret speaker’s speech, but now I also interpret Korean culture.”

Choi discovered early on that her interest lay in the use of language to communicate.

“I was known as the born storyteller,” she recalls fondly. This led her to study interpretation, earning a doctorate in interpretation at Universite Paris-III in 1987.

Her “lucky” break came in 1986 in the form of the summit meeting between President Chun Doo-hwan and his French counterpart Francois Mitterand in Paris.

“It was first such meeting and it took place 100 years after the two countries had formed diplomatic ties. If not for the event, I would not have been noticed,” she says.

“I think luck has always followed me.” Including President Chun, she has served as interpreter for five successive Korean presidents.

In 2003, she became the first Korean woman to receive Legion d’Honneur from the French government. That same year, Choi took on the role of “interpreter of Korean culture.”

The North Korean nuclear issue was attracting international attention, making headlines around the world that year and viewing the crisis as an opportunity, Choi established Corea Image Communication Institute. People saw Korea merely as a divided country and she wanted to change that perception by showing the country’s potential and its quintessence. 

“People were interested in Korea and the organization quickly established itself as a premier organization dedicated to promoting Korea’s true image,” she recalls.

Now in its seventh year, CICI’s Culture Quotient program, a 10-week program held twice a year that explores various aspects of Korean culture, boasts a long and impressive list of alumni, from diplomatic envoys, CEOs and officials to opinion leaders from both Korea and the foreign community here. “The key to the success of the program is that it also gives the foreign members an opportunity to introduce their cultures. It is about exchange of culture,” she says.

Choi launched an ambitious international program in 2010, the year Korea hosted the G20 summit meeting. Aptly named C20 or Culture 20, it was a timely event that gathered together leading cultural figures from the G20 countries. “I envision it as a cultural Davos Forum,” says Choi.

Since the inaugural meeting in 2010, the forum, now called Culture Communication Forum, has been held every year, inviting prominent figures in their respective fields from around the world and giving them a chance to experience various aspects of Korean culture.

The impact of the forum has surprised even Choi.

“These people, who are opinion leaders in their countries, after they return to their homes, write about Korea and talk about Korea, at no one’s urging,” she says. “This is a very cost-effective way of promoting the country.”

Running a successful non-profit organization requires talented and dedicated staff and financial resources. “I have very dedicated staff and CICI supporters in all fields,” she says, but raising funds is always challenging. “So far we have relied on donations and sponsorships from government and businesses,” she explains.

This year’s CCF was made possible through funding by the Culture Ministry, Korean Culture and Information Service and Korea Foundation as well as Samsung Electronics, Hyundai Motor and Asiana Airlines. While it is a scramble every year to raise the necessary funds, Choi is relieved that Samsung Electronics has committed this year to providing annual funding.

Choi’s success ― whether it be in interpreting languages or cultures ― stems from her approach to communication.

“To communicative effectively, you need to be considerate and empathize. You need to remember that communication is a two-way dialogue, not one-way transmission, and that you need to convey more than information: You must elicit empathy,” she advises.

From calling on government officials and business leaders for funds to creating a family-like atmosphere at CICI events, Choi is able to move people’s hearts with this personal touch. “If you can move a person’s heart, anything is possible. If people are having fun, their hearts will be moved,” she says.

For example, when Culture Minister Choe Kwang-shik led participants of CCF 2012 in a guided tour of Cheongdeokgung despite the pouring rain and his aides’ advice against it, the guests were very impressed by his hospitality, she recalls. “It made the whole experience so much more special,” she says.

Choi and her organization are lauded by many for filling in where government efforts cannot reach. “Your country (Korea) has an incredibly rich tradition and culture, which is, unfortunately, due to very busy schedules and to the language barrier, not easily accessible for foreigners. Thanks to Prof. Choi and CICI, we were able to bridge this gap,” said Hans-Ulrich Seidt, head of Directorate-General for Culture and Communication at Federal Foreign Office of Germany, in an email interview. He previously served as German ambassador to Korea and was an active participant of CICI, hosting several events at the ambassador’s residence.

Jim Bemowski, vice chairman and CEO of Doosan Corporation, is another active member of CICI who appreciates the opportunity to discover Korea and form friendships with Koreans and foreigners. A member since 2007, Bemowski and his wife, Susanne, have signed on for 10 sessions of CQ. Doosan has become an ongoing sponsor of the annual CICI Gala Dinner.

He is also the vice president of the CCF Organizing Committee. “CCF has become a unique program to share the Korean culture with leading global culture representatives ― who can become informal ambassadors of Korea when they return to their home countries,” said Bemowski in an email interview.

Perhaps Choi’s staunchest supporter is her husband Didier Beltoise, CEO of Cs, a hospitality consulting firm. The two met in 1992 while Beltoise was working as the assistant manager at Grand InterContinental Seoul and since tying the knot three years later, Beltoise has been helping Choi’s efforts to promote Korea, working behind the scenes to make sure things are running smoothly and making sure that everyone is taken care of at events small and large.

Those who know the couple note that Choi is able to do all that she does because she has an exceptional partner and supporter in her husband, a fact that she readily acknowledges. “I have great help from my husband. Because my work involves foreigners, I always ask him first for reactions and his input has been invaluable,” she says. “With his involvement, foreigners are put more at ease because they see a familiar face.”

“The government can assume the role of a coordinator and supporter. Efforts to promote Korea’s image must be made at private level,” Choi notes. “The private sector should be at the frontline while the government provides overall coordination,” she says, adding that private sector efforts are now at a nascent stage.

A cost-effective way to promote Korea’s image is to involve opinion leaders, foreigners already living in the country, including youngsters, as well as multicultural families, Choi suggests.

“The next few years will be decisive in positioning Korea as a cultural power house,” Choi predicts. “Now is the time to talk about Korea because people are already interested in us. The next administration’s role will be crucial.”

By Kim Hoo-ran (khooran@heraldcorp.com)