Re-Inventing Brand India: Lessons from Korean Hallyu Wave

Kalyani Jain

2023

Abstract

Joseph Nye's concept of 'soft power' has sparked academic interest in exploring its potential impact on international relations, especially in the context of evolving notions of security. While some critics question its efficacy compared to 'hard power,' the rise of global challenges have underscored the importance of peoplecentred initiatives within a soft power framework. India has started to embrace its soft power arsenal, leveraging its cultural heritage, spiritualism, and diaspora to promote initiatives like the International Yoga Day. This paper argues that such India’s soft power based foreign policy can be further fortified by exploring the possibility of adapting the South Korean Smart Power model to the India in a nation-branding context

Paper Citation

in Harvard Style

Jain K. (2023). Re-Inventing Brand India: Lessons from Korean Hallyu Wave. In Proceedings of the 1st Pamir Transboundary Conference for Sustainable Societies - Volume 1: PAMIR; ISBN 978-989-758-687-3, SciTePress, pages 618-621. DOI: 10.5220/0012499600003792

in Bibtex Style

@conference{pamir23,
author={Kalyani Jain},
title={Re-Inventing Brand India: Lessons from Korean Hallyu Wave},
booktitle={Proceedings of the 1st Pamir Transboundary Conference for Sustainable Societies - Volume 1: PAMIR},
year={2023},
pages={618-621},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0012499600003792},
isbn={978-989-758-687-3},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 1st Pamir Transboundary Conference for Sustainable Societies - Volume 1: PAMIR
TI - Re-Inventing Brand India: Lessons from Korean Hallyu Wave
SN - 978-989-758-687-3
AU - Jain K.
PY - 2023
SP - 618
EP - 621
DO - 10.5220/0012499600003792
PB - SciTePress