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Gov`t Could Change `Dynamic Korea` PR Slogan

Posted July. 16, 2009 09:09,   


The chairman of the Presidential Council on Nation Branding said yesterday that the national slogan “Dynamic Korea” could be replaced after further study.

Euh Yoon-dae said this in a speech at an event marking the first anniversary of "To Tomorrow Together,” a gathering of lawmakers supporting President Lee Myung-bak.

Ruling party lawmaker Paik Sung-woon said the "Dynamic Korea" slogan could allude to anti-government demonstrations.

Euh, a former president of Korea University, responded by saying, “The term ‘dynamic’ itself has a positive meaning, but we can consider something different that describes our superb technological abilities such as ‘information technology powerhouse.’”

“Dynamic Korea” was adopted after the government began work to boost its national image in the run-up to the 2002 World Cup soccer finals, which Korea co-hosted with Japan.

As an alternative, Euh suggested “Miraculous Korea,” a phrase incorporating the notion of “miracle of the Han River,” referring to Korea’s rapid industrialization, with the country’s cutting-edge information technology.

He also mentioned problems with “Korea Sparkling,” the slogan used by the Korea Tourism Organization for overseas advertising, citing lukewarm responses and its suggestion of mineral water rather than Korea. “We will replace it as well after a survey by a foreign company,” he said.

The council will keep running ads for Korea through foreign media such as CNN when President Lee leaves for Pittsburgh in September to attend the G20 Summit.

Euh said, “In many cases, foreign consumers buy Samsung products thinking that they are high-end Japanese products.”

“National brands are meant to raise national standing and replace negative images of Korea to positive ones,” he added. “People abroad chose as negative images of our country North Korean issues, political wrangling in parliament, anti-government demonstrations, and unfriendliness.”

The council said, however, that the decision to change slogans will be made after thorough research by experts and gathering of public consensus.