For over two decades, Choi Jung-wha, a distinguished professor, veteran simultaneous interpreter, and cultural ambassador, has been at the forefront of promoting Korea’s global image. As the founder and president of the Corea Image Communication Institute (CICI), Choi has dedicated her career to bridging Korea and the world by widening the prospect of cultural diplomacy. Being a prominent advocate for cultural diplomacy, she recognized Korea’s immense cultural value and untapped global potential and established the CICI with a clear vision: ‘Communicate Korea to the world’. In the past 21 years, the professor emeritus of interpretation and translation at Hankuk University of Foreign Studies Graduate School of Interpretation and Translation in Seoul, her alma mater, has played a pivotal role in shaping Korea’s soft power narrative, devoting herself to the mission of advocating for a deeper global appreciation of Korea’s unique blend of tradition and modernity, with CICI as the engine. 

Founded in 2003, CICI is a non-profit organization for public diplomacy registered under the Ministry of Foreign Affairs, committed to enhancing Korea’s international standing through a multi-faceted approach of cultural exchange and dialogue, bringing together opinion leaders from different sectors such as culture, science, politics, economics, and communication ‘who hope to convey the true image of Korea to the rest of the world so that it can find its global stature commensurate to its potential.’ To achieve its mission, CICI conducts global research on Korea’s image, develops strategies and proposals for enhancing its perception, surveys international opinion leaders and researches effective communication strategies to convey Korea's image.

Under Choi’s leadership, CICI has been dedicated to fostering cross-cultural connections and enhancing Korea’s global presence through various initiatives. The CICI has been organizing the Korea Cultural Quotient (CQ) forum since 2006 which brings together opinion leaders from all walks of life to share their unique experiences, helping in facilitating cultural exchanges, and to come up with innovative ways to promote Korea’s image globally. In 2010, when Seoul hosted the G-20 summit, CICI brought intercultural communication to another level by organizing its own Culture 20 (C20) summit, bringing together prominent cultural figures and invited delegates from G-20 member countries to experience the unique blend of traditional and modern Korean culture. The event was a huge success, and the Culture Communication Forum(CCF) has been taking place every year since 2011 as an annual conference where cultural leaders from around the globe  take part in a series of panel discussions to share their perspectives on cultural communication in the international community and discuss strategies to promote cultural exchange and development. 

Since 2005, the Korea Image Awards have served as CICI’s flagship initiative, honoring individuals and organizations that shape Korea’s cultural landscape and embody the Korean spirit on the global stage. This year marks the 20th anniversary of its establishment. The awards have honored a diverse range of influential figures, from presenting Ban Ki-moon with an award during his tenure as U.N. secretary-general in 2007, celebrating Psy in 2013 for his global sensation ‘Gangnam Style’ recognizing figure skating icon Kim Yuna twice over 16 years to awarding Actor Lee Jung-jae the ‘Korea Image Stepping Stone Award’ in 2023 for his role in the internationally acclaimed Netflix series, ‘Squid Game.’ Choi emphasizes that the awards not only celebrate the accomplishments of their recipients but also serve as a platform to showcase Korea’s cultural significance and contributions to the world, adding that by honoring these individuals, “the awards instill national pride within the hearts of the people of Korea while reinforcing Korea’s presence on the global stage.”

President Choi is known to be the nation's first Korean-French conference interpreter, a role that requires simultaneous translation and is considered one of the most complex and high-stakes forms of interpretation. In 1986, the 100th anniversary of Korea-France diplomatic relations, she began her role as an interpreter, providing interpretation for the former President of France, Francois Mitterrand, who had the summit with the former Korean President Chun Doo-hwa, being the first summit a century after the two nations established their bilateral ties, making this a significant milestone of Choi’s career. She served as a French interpreter for 12 summit meetings of five Korean presidents who were in power between the 1980s and 2000s-Chun Doo-hwan, Roh Tae-woo, Kim Young-sam, Kim Dae-jung and Roh Moo-hyun, as well as other world leaders. Throughout her career, she has facilitated communication at more than 2,000 international conferences and summit meetings. 

Aside from her celebrated career as a presidential interpreter and public diplomat, she has authored over 37 books on Korean culture, global etiquette, and leadership. Her remarkable contributions have earned her prestigious honors globally, including being the first Korean woman to receive the French order of the Chevalier de la Legion d'Honneur from France in 2003, the highest national award awarded by the French government and receiving 2017 Yeongsan Diplomat of the Year Award by Seoul International Forum, acknowledging her decades-long efforts in strengthening Korea’s image on the diplomatic front and fostering cross-cultural dialogue.

At the core of CICI’s mission is a simple yet profound vision: to act as a bridge between Korea and the world. Choi believes that Korea’s global reputation should match its cultural and economic potential, and through innovation, collaboration, and cultural storytelling, she continues to work towards this goal. 

In an email interview conducted with her from January 16-31, Choi shared insights into her journey, CICI’s impactful initiatives, and the evolving landscape of Korea’s global presence.

The following are excerpts from the interview.

You’ve had a diverse career, including working as an interpreter and translator in France to working as a professor of interpretation and translation. Please share more about this with us. How do you believe your experiences have shaped your approach to cultural diplomacy and exchange?

After graduating from the Department of French at Hankuk University of Foreign Studies in 1978, I moved to France to study simultaneous interpretation after one of my professors encouraged me to go there, saying that I possessed the right qualities to learn this new field, which did not exist in Korea back then. I found this field really fascinating because it could help in removing the language barriers among people. With the support of a scholarship from the French government, I was accepted into ESIT at Université Sorbonne Nouvelle Paris III, where I spent ten years studying in the Graduate School of Interpretation and Translation to become a professor. During my Ph.D. program, I also kickstarted my career as an interpreter, becoming the first Korean to qualify as an international conference interpreter in 1981. Five years later, I became the first person in Asia to earn a Ph.D. in Interpretation and Translation. Over the years, I have interpreted at more than 2,000 international conferences.

Interpretation and translation are not just limited to the linguistic and technical aspects of simply delivering words. The individuals involved in a conversation, having been born and raised in different countries, are bound to have inevitably varied cultural backgrounds and ways of thinking. Thus, overcoming cultural differences, fostering understanding, and adopting a respectful attitude are essential foundations for successfully carrying out this work. After learning interpretation and translation techniques at the Paris Graduate School of Interpretation and Translation and returning to Korea, I nurtured future talent at the Graduate School of Interpretation and Translation at Hankuk University of Foreign Studies. Throughout this journey, I have constantly realized the importance of communication, honed my skills continuously, and gained diverse international experiences, all of which have enabled me to embrace and harmonize with various cultures.

Could you share your journey of establishing Corea Image Communication Institute (CICI)? What were some pivotal moments in your journey that led you to take on the leadership role at CICI and dedicate yourself to promoting and enhancing Korea's image globally? 

Throughout the time that I lived in France to study simultaneous interpretation, and even later, as I traveled the world as an interpreter and interacted with people from different countries, nobody ever asked me, “Are you from Korea?” Instead, I was constantly mistaken for being from Japan, China, or Thailand. It was disheartening to realize how none of them knew much about my country, and I often wondered why Korea remained so unfamiliar to the world. Hence, it was so moving when, during a visit to Indonesia, I met a man who knew about my country. He warmly greeted me and asked, “Are you from Korea?”—a question I had never been asked before despite traveling to more than 60 countries. He told me he had visited Seoul during the 2002 World Cup and knew about Korea. That moment was unforgettable. For the first time, someone recognized my country without hesitation, and I felt an overwhelming sense of joy. This experience stayed with me, and from then on, I knew I had to take action. Korea possesses infinite potential, and the charm of Korean culture is being increasingly recognized across all fields as time goes by. After the 2002 World Cup, global interest in Korea had reached its highest level since the era of Dangun. With the Korean Peninsula gaining international attention due to the North Korean nuclear issue, I saw it as the perfect opportunity to promote Korea to the world, just like the saying, ‘Strike while the iron is hot’. At that time, I realized that my individual efforts to promote Korea’s true image would be like a drop in the ocean. Therefore, I decided to establish an organization dedicated to enhancing and promoting Korea's image and expanding exchanges with opinion leaders. Being the kind of person who acts immediately when an idea comes to mind, I promptly set my plans in motion. Back then, there was a lack of a systematic approach to effectively communicating Korea's image. Recognizing the need for an organization that could positively reinforce and promote Korea's image globally, I drew upon my extensive experience as an international conference interpreter. Thanks to the advice of opinion leaders from various sectors—politics, economics, society, culture, and media, who all said they would do their bit if I took the lead— I was able to establish a nonprofit organization. This is how the Corea Image Communication Institute (CICI) began in 2003.

Could you explain the core mission and vision of CICI? What are the key elements of your work that distinguish CICI from other cultural organizations and what role do you see CICI playing in shaping international perceptions of Korea’s culture and achievements?

CICI is an organization whose ultimate goal is to convey the essence of Korea’s image to the world, ensuring that foreigners correctly and effectively understand Korea’s values and charm. While measurable hard power, such as economic strength or military capability, is crucial for achieving diplomatic objectives, we are in an era where the influence of soft power—rooted in culture and the arts, which naturally captivate people’s hearts—is shining even brighter.

CICI serves as a bridge connecting Korea and the world by strengthening this soft power. Through these efforts, it aims to enhance Korea’s influence in the international community and lay the foundation for Korea to play a more significant role in global issues and cultural discourse. Unlike many cultural organizations that focus on specific cultural activities or achievements, CICI takes a comprehensive approach. It collaborates with opinion leaders across various fields—including culture, economy, politics, and society—to shape Korea’s image by bridging its rich traditions with modern advancements. This holistic strategy solidifies Korea’s global standing and ensures a well-rounded representation of its national identity.

What key initiatives has CICI launched that have had the most significant impact in in combating stereotypes about Korea, and showcasing Korea’s cultural and technological advancements to a global audience? How does CICI ensure that its initiatives are aligned with the changing global landscape and resonate with diverse global audiences? 

CICI hosts the annual Korea Image Awards to recognize individuals, organizations, or entities that have contributed to promoting a positive image of Korea worldwide. Additionally, it organizes the Culture Communication Forum (CCF) each year, providing cultural leaders from various countries with opportunities to experience Korean culture while also introducing and promoting their own cultures. Moreover, CICI holds the monthly CQ Forum, where domestic and international opinion leaders deliver special lectures, creating a platform for cultural exchange and mutual understanding. Beyond these initiatives, CICI conducts surveys on Korea’s image, publishes books, and operates a YouTube channel, engaging in diverse activities to enhance Korea’s global presence. 

It is difficult to pinpoint a single campaign that has had the greatest impact in promoting Korea’s cultural development and technological advancements. Rather, the consistent and proactive efforts sustained over the past 20 years have been the most influential. However, one particularly noteworthy aspect is how CICI has leveraged its YouTube channel to keep pace with the rapidly changing global landscape and cultural trends. By adopting a multifaceted approach, CICI continues to build strong connections and foster deeper engagement with people worldwide.

The Korea Image Awards have been an important part of CICI’s efforts. What does the Korea Image Awards represent, and how does it contribute to Korea’s diplomatic goals and the promotion of Korea on a global scale?  The Korea Image Awards also have distinctive names for recognitions such as "Korea Image Stepping Stone Bridge Award” and "Korea Image Cornerstone Award". Could you explain the inspiration behind these award names?

As mentioned earlier, the Korea Image Awards are presented to individuals who have significantly contributed to promoting the essence of  Korea’s image globally. The 'Korea Image Stepping Stone Award (디딤돌상)’  is given to a Korean individual, company, or entity that has played a key role in enhancing Korea’s global image, the ‘Korea Image Stepping Stone Bridge Award (징검다리상)’ is awarded to a foreign individual who has served as a cultural bridge, connecting Korea to the world, the ’Korea Image Flower Stone Award (꽃돌상)’ is presented to a young woman who has contributed to spreading Korea’s image worldwide, and the 'Korea Image Cornerstone Award (머릿돌상)’ is granted to an individual who has laid a strong foundation in a particular field within Korea and has made a global impact.

Each of these award names reflects CICI’s mission to enhance Korea’s global competitiveness across various sectors, including economy, industry, culture, sports, arts, science, technology, and traditional heritage. Through these awards, CICI aims to strengthen Korea’s influence on the global stage, promote cross-cultural understanding, and encourage international exchange. Notably, all award names include the word "stone" (돌) to symbolize permanence and the hope that the recipients’ contributions will have a lasting impact.

Could you tell us about the kind of individuals and organizations CICI recognizes for their contributions for promoting Korea’s image abroad? What is the process of deciding and selecting award recipients? Are there any specific qualities or achievements that CICI looks for when selecting awardees? 

The Korea Image Awards are presented annually to individuals or organizations that have made significant contributions to promoting Korea’s image globally throughout the year.The selection process begins with a survey conducted among 3,000 Koreans and 2,000 international participants. Based on the survey results, a panel of experts carefully reviews the nominees, taking into account the overall cultural and societal trends of the time. The final awardees are then selected from this shortlist. The expert panel consists of opinion leaders from various fields, including economy, academia, culture and arts, media, and digital content creation. Their collective insights help identify individuals who have best represented and enhanced Korea’s positive image worldwide.

For you, who have been some of the most memorable award recipients in the history of CICI, and why do they stand out to you? 

All of the Korea Image Award recipients have showcased exceptional talent and achievements in their respective fields. However, among them, Chef Edward Lee, the recipient of the 2025 Korea Image Stepping Stone Bridge Award, left a particularly strong impression. He was recognized for his role in modernizing traditional Korean cuisine and introducing its charm to audiences worldwide, including in the United States. Through this award, I had the opportunity to build a connection with him, and despite his tremendous success, he remains remarkably humble, continuously challenging himself and pioneering new paths. I believe his journey serves as a great inspiration to many today.

Another memorable moment was when figure skater Kim Yuna received the Korea Image Budding Youth Award(새싹상) in 2008 and later the Cornerstone Award (주춧돌상) in 2023. At the time of her 2008 award, she was injured and hospitalized, so I personally presented the award to her in the hospital. Meeting her again 16 years later on stage for her second award was deeply moving. I was also impressed by how Nobel Prize-winning author J.M.G. Le Clézio appreciated the English name of the Stepping Stone Bridge Award. He admired the significance of "stone" in the name, symbolizing something eternal and unchanging. Interestingly, he also shared that his own name, "Le Clézio," means "stone wall", making the award feel even more meaningful to him.

With Korea’s image rapidly evolving, what are some of the most significant challenges that CICI faces in its efforts to promote Korea’s image internationally, and how do you overcome them? At the same time, what are some of the most memorable and rewarding moments  you’ve had in leading CICI and seeing its impact on Korea’s global standing?

Perceptions of Korea are gradually evolving, but many still strongly associate the country with being the world's only divided nation. It is unfortunate to see misunderstandings about Korea persist due to historical and political contexts. I believe that culture plays a crucial role in dispelling these misconceptions. Through CICI, I have been committed to showcasing the diversity of Korean culture and identifying talented individuals across various fields who contribute to promoting Korea’s image globally. 

Each year, I witness our foundation’s efforts gaining greater recognition and support from those who resonate with our mission. Seeing this growing engagement reaffirms the impact of our work and brings me immense fulfillment. Following this year’s Korea Image Awards ceremony, many people have already started asking about our next event, which suggests that CICI has firmly established its reputation and presence. I feel deeply rewarded whenever I realize that more people wish to engage with us and be a part of our journey.

CICI works closely with the Ministry of Culture, Sports, and Tourism to support Korea’s international branding efforts. Could you describe how this collaboration functions and how CICI aligns its goals with the Ministry’s broader objectives and efforts in cultural diplomacy?

The Culture Communication Forum (CCF), which CICI hosts annually, previously received significant support from the Ministry of Culture, Sports, and Tourism, including assistance with book publications promoting Korea. However, in recent years, CICI supporters have actively contributed to fundraising, allowing the forum to operate smoothly without difficulty. CCF originated in 2010, when the G20 Summit was held in Korea. At that time, Culture 20 (C20) was launched, receiving an overwhelmingly positive response, with substantial support from the Ministry of Culture, Sports, and Tourism. Encouraged by C20’s success, CICI decided to establish the Culture Communication Forum (CCF) as an annual event, officially renaming it and continuing to host it every summer since then.

How does CICI collaborate with other organizations and institutions to achieve its objectives? How do these collaborations contribute to CICI’s ability to amplify Korea’s image on the global stage? 

CICI maintains close cooperative partnerships with various sponsors, working together to promote Korea globally. One key initiative is the Korea CQ Forum, which CICI hosts monthly, bringing together sponsor representatives, foreign diplomats in Korea, corporate CEOs, artists, academics, and journalists, with a focus on the five “C” quotients of culture, communication, cooperation, concentration and creativity. This forum provides participants with opportunities to experience and understand Korean culture firsthand. Since its launch in 2006, the Korea CQ Forum has offered special lectures, cultural site visits, and hands-on Korean culture experiences, while also serving as a platform for foreign members to introduce their home countries or businesses. This interactive exchange naturally strengthens CICI’s relationships with partner organizations, making them more sustainable and meaningful.

CICI also works closely with global organizations and embassies in Korea, building long-term partnerships to develop sustainable and effective models for promoting Korean culture worldwide. A key focus for CICI is ensuring a mutual cultural exchange—not only sharing Korean culture globally but also introducing foreign cultures to Korea. For a truly win-win collaboration, it is essential to engage in mutual cultural sharing rather than solely promoting one’s own culture. A prime example of this approach is hosting cultural forums at foreign embassies in Korea. This allows embassies to introduce their cultures to Korean opinion leaders, while CICI, in turn, promotes Korean culture to a diverse international audience. This dual exchange benefits both parties, creating a synergistic effect that leaves all participants satisfied.

What do you think are the most significant factors that contribute to Korea’s positive image abroad today? How do you think Korea’s global image will continue to evolve in the future, and what role do you hope CICI will play in shaping that narrative? 

Soft power is essential to building a positive image of a nation. The key lies in captivating people’s hearts through a compelling culture rather than trying to unilaterally promote ourselves. Korea must continue to strengthen its unique influence across various fields, from K-pop like BTS and BLACKPINK, to films and dramas such as Parasite and Squid Game, and cutting-edge IT technologies led by global giants like Samsung and Hyundai.

Although we live in an era of uncertainty and constant change, I am confident that Korea will overcome challenges, writing a hopeful narrative of resilience and strength—one that history has already proven time and time again. The same applies to the Korean language. Before the Hallyu wave(Korean wave) took the world by storm, there were not many people eager to learn Korean. However, today, thanks to the global impact of Korean culture, more and more foreigners are voluntarily flocking to King Sejong Institutes around the world to study the language. In fact, demand for Korean language courses has become so high that people are lining up early in the morning just to enroll. This proves that when something is truly appealing, people will naturally want to learn and engage with it.

What are some of the new key projects or initiatives that CICI is planning to undertake in the near future to strengthen Korea’s image abroad? What do you hope to achieve with CICI in the next five to ten years, and how do you see its influence growing internationally, building upon the successes it has already achieved in this direction?

CICI utilizes its YouTube channel, 'Choi JW Rendez-vous' as a digital platform to promote Korea’s authentic image, lifestyle, and cultural competitiveness to a global audience. This channel has become a powerful tool in advancing digital cultural diplomacy, allowing for real-time communication and a more personal approach with a wider variety of global audiences. Unlike CICI’s traditional offline initiatives, the platform provides greater accessibility and helps lower barriers to global cultural exchange. By visually presenting Korean culture through digital content, CICI aims to engage more closely with younger generations and strengthen its role as a global branding hub.

The COVID-19 pandemic posed significant challenges to cultural organizations, including CICI, prompting CICI to launch the YouTube channel, "Choi JW Rendez-vous (최정화 랑데부)" during the pandemic. In what other ways is CICI utilizing modern technology and digital platforms to reach global audiences effectively? How has your perspective on digital platforms, such as YouTube, in the future of public diplomacy, evolved, and how do you see them complementing traditional offline cultural exchange?

The YouTube channel "Choi JW Rendez-vous (최정화 랑데부)” serves as a platform for interviews with global leaders, such as ambassadors from different countries, showcasing how Korea and the world can communicate and foster harmony. It also highlights Korea’s beautiful landmarks while simultaneously introducing foreign cultures to Korean audiences through overseas visits. By overcoming physical limitations, the channel has established itself as a key digital platform that shares Korea’s culture, values, and vision with viewers worldwide. Beyond YouTube, various social media platforms like Facebook and Instagram are actively utilized to effectively present Korea’s modern image and enhance interaction with a global audience, fostering deeper connections. These efforts play a crucial role in strengthening global cultural diplomacy in the digital space.

Digital platforms have become essential tools for public diplomacy. Among them, YouTube stands at the forefront as the most widely used platform today. It has led the transition from text-based media to visual content, and its influence continues to grow. This shift complements the limitations of traditional offline cultural exchanges, transforming digital platforms into a global meeting space for real-time communication between people from all over the world. With its broad reach and accessibility, digital content is expected to become the centerpiece of a hybrid cultural diplomacy model, allowing Korea to engage with an even wider audience.

This year’s Korea Image Awards honored figures like Oh Sang-uk, Shin Yu-bin, and Edward Lee from diverse fields like sports, culinary arts, and literature. What made their achievements particularly significant in enhancing Korea's reputation this year in order to stand out as recipients of the 2025 Korea Image Awards?

The first half of 2024 was undoubtedly marked by the Paris Olympics, which captured the world's attention. At this global event, where athletes from around the world competed to showcase their nations' presence, Oh Sang-uk, recipient of the Stepping Stone Award, made history by winning two gold medals, becoming the first double gold medalist in Korean fencing history. Meanwhile, Shin Yu-bin, winner of the Flower Stone Award, demonstrated her exceptional talent at a young age, securing two bronze medals and proving the future potential of Korean sports.  On the other hand, in the second half of the year, "Culinary Class Wars", which became the first Netflix Korea entertainment show to be ranked number one globally for three consecutive weeks in the second half of the year, was at the center of this box office success, featuring chef Edward Lee, who went on to be the runner-up on the show. Despite being a Korean American, he has continually explored his Korean identity and played a pivotal role as a cultural bridge between Korea and the world through Korean cuisine. These achievements in sports and culinary arts have greatly strengthened Korea’s global image, making the 2025 Korea Image Awards recipients truly deserving of their recognition.

What do you think is the most effective way to create a synergy between cultural diplomacy, economic growth, and the global entertainment industry to strengthen Korea’s image abroad? How can every individual contribute to promoting their country’s image and embracing others’ cultures?

The most fundamental way to create synergy across different industries is through active communication and collaboration among experts in various fields. Efforts within a single sector alone cannot generate sustained and broad-reaching synergy effects. To foster synergy between cultural diplomacy, economic growth, and the global entertainment industry, it is essential to support the production and export of K-culture content through economic partnerships and to collaborate with global companies in introducing Korean culture to international markets in diverse ways. For instance, developing new platforms that integrate K-pop and technology or creating products that merge traditional culture with modern design can significantly enhance this synergy. With the advancement of digital platforms, we have entered an era where individuals now have a tremendous influence on cultural exchange. By sharing their experiences and thoughts in the digital space, and engaging in inclusive and open discussions, individuals can play a crucial role in promoting cross-cultural understanding on a global scale.

In your experience, how can  cultivating a more inclusive and multicultural approach to diplomacy help Korea become more internationally connected with the world? What role does CICI play in this and how does CICI balance the promotion of modern Korean culture with Korea’s traditional cultural aspects, to ensure a holistic image of Korea is shared internationally?

Every country has its own unique culture, and often, fear of the unfamiliar leads to exclusion. Overcoming this requires close communication and empathy to alleviate  such fears and develop a more inclusive and multicultural approach. This is essential for Korea to deepen its connections and communication with the world. CICI strives to create opportunities for global dialogue and mutual understanding through its regular events and content initiatives. Beyond simply promoting Korean culture abroad, CICI also introduces foreign cultures to Korea, serving as a bridge for cross-cultural exchange. Ultimately, the organization aspires to position Korea as a global hub for cultural connection and cooperation.

You have been at the helm of CICI for over two decades. What drives you to continue your work of pushing forward Korea’s cultural mission? What do you hope your legacy will be in terms of the impact you’ve had on Korea’s global standing and cultural diplomacy?

This year marks the 21st anniversary of CICI. Over the past two decades, I have experienced both challenges and achievements while leading the foundation, but my sense of duty and passion for promoting Korean culture globally and serving as a bridge between Korea and the world continue to drive me forward. In particular, seeing people from different countries understand and appreciate Korea’s values gives me a profound sense of fulfillment and serves as a strong motivation to take on new challenges. On a personal level, the unwavering support of my husband, Didier Beltoise, president and CEO of hospitality consulting firm Cs,  has been a great source of strength. His encouragement has helped me maintain a progressive and determined mindset, even in difficult times. 

My vision for CICI’s future is to continuously expand Korea’s global image and establish itself as a leading model of cultural diplomacy with a positive and lasting impact. Ultimately, I hope that CICI will become a central hub connecting Korean culture with the world, fostering global partnerships and cultural understanding. Through this, CICI will further enhance Korea’s international standing and serve as an inspiration for future generations.

Looking back at your journey, what advice would you give to young professionals aspiring to work in public diplomacy and cultural exchange?  What role do you think the younger generation can play in shaping Korea’s future and what skills or values do you believe are essential in this field?

I would advise young professionals to keep an open mind and a continuous learning attitude. Public diplomacy and cultural exchange begin with understanding one another. The effort to respect and empathize with different cultures serves as the foundation of genuine exchange, fostering trust and cooperation in the process. Today’s younger generation plays a crucial role in shaping Korea’s global image by leveraging digital technology and creative thinking. One of the most essential values in this process is "intercultural sensitivity." Interestingly, the uniquely Korean concept of "눈치" (nunchi) also contributes significantly to developing cultural awareness, helping individuals navigate diverse social and cultural landscapes.

Above all, it is essential to set a clear vision and goals and to pursue them with perseverance. The world is evolving rapidly, and in the midst of these changes, the ability to stay grounded and strive for continuous growth amidst these changes will make a significant difference in the field of public diplomacy.