The head of South Korea's state image-making agency said Tuesday that the country's planned hosting of the Winter Olympics will greatly boost its national brand.
South Korea's eastern alpine city of PyeongChang was chosen last week as host of the 2018 games after two consecutive failed attempts.
Lee Bae-yong, chairwoman of the Presidential Council on National Branding, said the international community's recognition of South Korea has soared since it successfully played host to the G-20 economic summit last year.
"Likewise, if (we) successfully host the PyeongChang Winter Olympics, (South Korea's) national brand will be elevated," she told Yonhap News Agency after giving a lecture in New York.
South Korea ranked 33rd in a global brand survey by Simon Anholt, a British specialist in the field, in 2008.
Lee said South Korea's ranking has jumped to 18th or 19th after the G-20.
She said the 2018 Winter Olympics can be a stepping stone for South Korea to join the "Top 10."
Lee said her organization will try to publicize South Korea's "soft power."
"For the raising of national brand through the PyeongChang Winter Olympics, the Presidential Council on National Branding will provide support on the cultural side," she said. "The marketing of products for economic development is important, but we can raise South Korea's stature by highlighting the sincerity of our culture and sharing it with the world." (Yonhap News)
