Korean pop culture has spread rapidly abroad especially in Asia through the phenomenon called the Korean Wave.
The government seeks to create a second Korean Wave with a new plan to promote the country's cultural treasures at home and abroad.
Kim Duyeon tells us more.
The brand is ''HanStyle.''
''Han'' means ''Korea'' in Korean.
The newer version of ''Han Brand'' aims to promote six aspects of traditional Korean culture: the alphabet, food, attire, houses, paper and music.
The government has announced a blueprint for using HanStyle to sell Korea's image at home and abroad.
KIM MYUNGGON, CULTURE & TOURISM MINISTER: ''Think of HanStyle as the centerpiece of the development of a new Korean Wave. It has a symbolic and representative meaning, being the basis of our culture, but lacks self-sufficiency and thus requires government support. The project seeks to make our shared culture more widespread and globally marketable.''
The ambitious plan for HanStyle will span five years and incur a price tag of 270 billion won or more than 280 million US dollars.
The goal is to raise Korea's brand value from tenth to eighth in the world, and double the number of Korean restaurants overseas to 7,600.
Civil servants will also be encouraged to print their business cards on the traditional Korean rice paper ''hanji.''
A range of exhibitions will allow Koreans and foreigners alike to taste Korean food and try on traditional outfits.
Kim Duyeon, Arirang News.