Abstract

The article explores the nuanced dimensions of the European Union’s (EU) public diplomacy efforts directed at South Korea, using a combination of quantitative and qualitative content analyses. Over the years, the relationship between the EU and South Korea has evolved from economic cooperation to encompass broader areas, such as political, diplomatic, security, and cultural ties. While previous research has primarily focused on economic and political aspects, this study addresses the limited exploration of cultural relations and public diplomacy between the two entities. To this end, this study analyzed content from the EU Delegation to Korea’s official Facebook page spanning 2017 to 2021, identifying recurring keywords and themes that characterize the EU’s public diplomacy strategy. The analysis reveals two main facets of the EU’s public diplomacy: projection public diplomacy (“who we are”) and advocacy public diplomacy (“what we stand for”). Projection efforts are demonstrated through cultural exchanges, celebrating Europe Day, and participation in events that foster cross-cultural dialogue. Advocacy public diplomacy is evidenced by the EU’s advocacy for human rights, environmental concerns, gender equality, and cooperative partnerships. These efforts align with the EU’s role as a champion of shared values and norms, projecting its commitment to a fair and sustainable world. The study underscores the EU’s multifaceted approach to public diplomacy, bridging cultural understanding, advocating for norms, and fostering collaborative relationships to bolster its soft and normative power influence.