SOUTH KOREA’S PUBLIC DIPLOMACY TOWARD PORTUGAL: THE CURRENT STATE AND FUTURE IMPLICATIONS

Abstract

This study examines South Korea’s public diplomacy toward Portugal as cross-regional middle-power cooperation. Despite ties since 1961, research on this relationship remains limited. Hallyu has bridged cultural gaps, fostering participatory fandom among Portuguese youth through K-pop and K-dramas. State-led projection tools—King Sejong Institutes and K-pop events—built initial attractiveness. The 2023 agreements on triangular cooperation and sustainable development highlight Portugal’s CPLP gateway role and shared interests in renewables and green technologies. However, the projection-dominant model limits reciprocity, normative depth, and institutional ties, hindering conversion of cultural capital into sustained leverage. The study contrasts projection with advocacy/relational paradigms and proposes a shift toward the latter. Recommendations include reframing Hallyu for joint cultural projects and fan campaigns; partnering with Camões, I.P. for dual-language programs; and focusing on green governance and triangular cooperation in CPLP regions. Short-term actions emphasize workshops and fandom initiatives; medium- to long-term strategies prioritize networks and monitoring. Challenges like resource asymmetries are addressed through listening and reciprocity. This relational model aligns with pragmatic diplomacy focused on national interests and autonomy, offering a template for diversifying outreach into Southern Europe and the Lusophone world. It strengthens middle-power convening and bridging capacities. The Korea–Portugal case shows projection excels at initial engagement, but relational approaches are key for lasting strategic value. Future research should explore its application to other under-studied bilateral contexts.