Cultural Diplomacy Strategies: Looking into Korean Entertainment Company SM Entertainment

Abstract

The purpose of this study is examined the cultural diplomacy strategies on one of the Korean biggest entertainment company, SM Entertainment. Looking into the growth of Korean Wave, SM Entertainment which established in 1995 have discovered and produced many K-Pop celebrities. Through their efficient business strategy, the company has developed its product in the domestic and global market significantly. As one of the agent of cultural diplomacy, this research will focus on answering how is the strategies of SM Entertainment through the Korean Wave. The result of this research found that SM Entertainment has developed their cultural diplomacy strategies by creating a unique point of competitiveness and interesting content which lead to the image branding of Korean Popular Culture overseas.