"Hallyu, into the future with the world."
This the theme for the 2011 Korea Nation Branding Convention, which aims to reinforce how the Korean Wave, or Hallyu, connects with the world and how to share a better vision for Korea's future.
The four-day event kicked off Thursday at the COEX Convention Center in Seoul.
[Interview : Lee Bae-yong, Chairperson
Presidential Council on Nation Branding] "A nation's brand is like its class or dignity. I hope this convention will serve as a communication channel, where we can rediscover our forgotten values and assets that will guide us to a brighter future."
Thanks to many elements including the Korean Wave, the country was able to gradually build a better reputation in the global arena but this certainly did not happen overnight.
Koreans have strived to build a better nation and experts say people should know each and every individual talent and characteristic that represents the nation's brand.
[Interview : David Aaker, Brand strategy expert] "This is a momentous event really for Korea because with global competition, you really have to worry about perceptions of your country. Because it affects decisions of tourists, of companies and of customers abroad. And I think this is a wonderful start because it is such an impressive event."
The exhibitions take you through how Korea has evolved and show how its ancient history has led the nation to have a rich cultural, as well as spiritual, heritage with lots to offer to the international community.
[Reporter : Laah Hyun-kyung
email@example.com] "The convention will be held through Sunday where participants will be able to see how Korea has developed and also learn about the innate characteristics of Koreans, responsible for the spread of Hallyu around the world.
Laah Hyun-kyung, Arirand News."