Understanding South Korea’s Use of Sports Mega-Events for Domestic, Regional and International Soft Power
Abstract
:1. Introduction
2. Literature Review
2.1. Soft Power and Sport in East Asia
2.2. Understanding ‘Soft Power’
3. Methodology
- National Olympic Committee/National Football Association (representatives and members involved in organising the respective events) (2);
- Government Personnel (involved in organising respective events) (7);
- Sports Industry (1);
- Academic Scholars (3 (focus group)).
4. South Korea’s Use of Sports Mega-Events for Domestic, Regional and International Soft Power
4.1. South Korea’s Rationale behind Hosting the 1988 Seoul Olympics
4.2. South Korea’s Rationale behind Co-Hosting the 2002 FIFA World Cup
2002 FIFA World Cup
Even though hosting the World Cup was right after the Asian financial crisis in 1997, where the economy was getting worse, national morale was down, unemployment was on the rise, it was still the right time for South Korea to host the World Cup in 2002 for recovering from the financial crisis quickly. The citizens believed, with the confidence attained from hosting the 1988 Seoul Olympics, they should be able to host the 2002 World Cup.
Hosting the 2002 World Cup contributed to the rise and emergence of Korea’s Hallyu. In 2001 December 1, in Busan, Korea held the World Cup Group Stage Draw where it would present which nations would play another in slots. While proceeding with this event there were many performances and celebrities. The event was planned with entertainment management companies and professionals in the field of cultural policy.
The World Cup hosting in itself was a huge resource for Korea’s soft power. After hosting the games, many people started to become interested in Korean culture, arts, and what Korea is well known for now, Korean pop-culture. The 2002 World Cup was another chance for the world to see Korea again as much more credible and attractive. Soft power is about being able to attract other people around the world to the nation’s cultural assets. The World Cup was the perfect showcasing of Korea and its soft power assets.
4.3. South Korea’s Rationale behind Hosting the PyeongChang Winter Games, 2018
Gangwon Province is a very remote area, so Gangwon Province has never held a big event like the Olympics. The reason why Gangwon-do tried to host the Olympics three times is because the Olympics can be a catalyst for development in the area. Gangwon Province was hoping for the influx of external capital such as government funds through hosting the PyeongChang Olympics.
The possibility of winning the winter event can be analyzed based on the following two factors. First, based on the principle of circulating to each continent, the 21st (2010) event should be given to the Asian continent, since it has already been held on the other continents: the 18th (1998) Asia (Japan), the 19th (2002) North America (the US) and the 20th (2006) Europe (Italy). Second, Korea is the most promising country to host the winter event given its experience in hosting global mega sporting events and thanks to its weather conditions [81].
I’m the only one person who has worked at both 1988 Seoul Summer Olympics and 2018 PyeongChang 2018 Winter Olympics in KOC. When I went to Sao Paulo for the Seoul Olympics in 1986, no one knew about Korea at that time, but everyone knew about the Seoul Olympics, even though it was two years before the event. Hosting the Seoul Olympics Games was a great moment to let the world know about Korea. By hosting the PyeongChang Games, Korea has become one of the few countries in the world with experience in hosting both the Summer and Winter Olympics, I think this has been an opportunity to further enhance South Korea’s international reputation.
The PyeongChang Olympics Games was a good example of world peace through sport. The diplomatic channel of communication between both Koreas, which started through the participation of North Korea in the PyeongChang Games, restored again and that became the starting point of the inter-Korean summit. It was a great moment between the South and North Korea that the two countries with an armistice have a summit meeting, which discussed a declaration of the end of civil war and a solution to the denuclearization of the Korean peninsula. South and North Korea are hoping to launch a joint bid for co-hosting the 2032 Summer Olympics. The PyeongChang Olympics was a pivotal opportunity to improve inter-Korean relations and the IOC’s role was important from the central government’s perspective.
Through the PyeongChang Olympics, the inter-Korean summit was held three times, and the US-North Korea summit was a success. It was considered a historical moment. In addition, the President of the IOC, Thomas Bach prepared a meeting for the co-host of the 2032 Olympics in Lausanne on 15 February. This can be seen as contributing to peace around world as well as in Northeast Asia, except the relationship between the two Koreas … I think the peaceful mode between the two Koreas at the PyeongChang Olympics served as an opportunity to show the international community the easing of tensions originally caused by the security issues on the Korean peninsular.
5. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Grix, J.; Jeong, J.B.; Kim, H. Understanding South Korea’s Use of Sports Mega-Events for Domestic, Regional and International Soft Power. Societies 2021, 11, 144. https://doi.org/10.3390/soc11040144
Grix J, Jeong JB, Kim H. Understanding South Korea’s Use of Sports Mega-Events for Domestic, Regional and International Soft Power. Societies. 2021; 11(4):144. https://doi.org/10.3390/soc11040144
Chicago/Turabian StyleGrix, Jonathan, Joonoh Brian Jeong, and Hyungmin Kim. 2021. "Understanding South Korea’s Use of Sports Mega-Events for Domestic, Regional and International Soft Power" Societies 11, no. 4: 144. https://doi.org/10.3390/soc11040144