Examines socio-cultural legacies of major sports events in Korea, suggesting implications for nation branding and diplomatic relations.
South Korea is one of the few countries to have hosted the full spectrum of global mega-sport events, including the Summer and Winter Olympic Games and the FIFA World Cup. This study examines the socio-cultural legacy of three landmark events – the 1988 Seoul Olympics, the 2002 Korea–Japan FIFA World Cup, and the 2018 PyeongChang Winter Olympics. Drawing on historical documents, media discourse, and scholarly literature, the study analyzes how these events functioned as platforms for nation branding, social integration, and sport diplomacy. The findings suggest that the Seoul Olympics symbolically reinforced Korea’s transition from a war-torn state to an emerging economic power, the 2002 World Cup facilitated a collective rearticulation of national identity in the aftermath of the Asian financial crisis, and the PyeongChang Olympics operated as a diplomatic catalyst during a period of heightened geopolitical tension on the Korean Peninsula. By situating Korea’s experience within broader theories of soft power and mega-event legacy, this study contributes to the growing literature on sport diplomacy and the socio-cultural impact of global sporting events in emerging economies.
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