K-pop Idols as Diplomats: South Korean Celebrities and Soft Power

This study explores how South Korea has expanded its soft power through a strategy of using K-pop music idols as diplomats. It demonstrates how the South Korean government effectively employs K-pop to increase its soft power and uses K-pop idols as public diplomats, in five case studies from 2018–2022. Using global media discourse as an indicator of soft power, it provides an analysis of the effects of this strategy and shows how it has been advantageous for South Korea. The K-pop industry’s combined economic and cultural power make it a prime example of soft power today. With broader implications, this study suggests a more comprehensive definition of soft power.