VANK ✖️ JUNGGU COUNCIL
On March 7, 2025, VANK and the Seoul Jung-gu Council held the “Seoul Jung-gu Global Promotion Strategy Policy Forum”. The forum aimed to explore systematic ways to promote Jung-gu’s tourism and cultural assets globally.
The discussion was led by Son Joo-ha, Chair of the Administrative and Health Committee, with VANK researcher Kwon So-young opening the session by introducing VANK’s platform. Following this, Sohn Bong-ae, head of Jung-gu’s Sports and Tourism Division, presented the district’s tourism policies and key attractions.
VANK researchers Kwon So-young, Koo Seung-hyun, Kwon Soon-gyu, and Yang So-hee each proposed policies to enhance Jung-gu’s global presence. A panel discussion followed, featuring Administrative and Health Committee Vice Chair Yoon Pan-oh and committee members Jo Mi-jung and Yang Eun-mi. The final segment focused on collaboration between VANK, the Jung-gu Council, and the district office to implement the proposed strategies.
Kwon So-young emphasized a citizen-driven branding approach, presenting the “Seoul Jung-gu Global Promotion Strategy,” “National Policy Proposal Platform Woollim,” and “National Policy Communication Platform Yeollim.” Sohn Bong-ae detailed major projects such as walking tour programs, local tourism content development, the Seoul Jung-gu Tour Pass, and the integration of festivals into daily life.
Additional proposals included Kwon So-young’s initiative to train “Jung-gu Global Ambassadors” in partnership with local schools. Koo Seung-hyun suggested an urban rebranding strategy combining Jung-gu’s history with K-content, along with card news campaigns for Hallyu fans. Kwon Soon-gyu proposed a quiz-based promotional program highlighting sites related to Korea’s modern history, while Yang So-hee advocated for a digital map to assist foreign tourists.
Further recommendations came from VANK’s youth researchers: Jeong In-sung proposed a stamp tour campaign for foreign visitors, Hong Dan-bi suggested a traditional market promotion initiative, Lee Jeong-woo introduced the “Seoul’s Center, Jung-gu” branding campaign, and Park Ji-eun recommended creating photo spots that blend traditional and modern architecture.
VANK Director Park Ki-tae stressed the importance of active participation from Jung-gu residents and institutions in city branding. “We will continue to highlight Jung-gu’s unique value globally and collaborate with local governments nationwide to redefine Korea’s global image,” he stated. Jung-gu Council Chairman So Jae-kwon expressed hopes for sustained cooperation to boost the district’s competitiveness and economic vitality. Chair Son Joo-ha emphasized the need for ongoing collaboration to establish Jung-gu as a premier tourism destination.
VANK plans to work with Jung-gu through its “Woollim” and “Yeollim” platforms, envisioning the expansion of K-policy diplomacy.
VANK ✖️ UNESCO ICHCAP
On February 5, 2025, VANK and UNESCO ICHCAP hosted a seminar in Seoul to discuss global promotional strategies for safeguarding Asia-Pacific intangible heritage. The event, held at the Korea Culture Foundation conference room, explored collaborative ideas to utilize the global Hallyu wave in heritage preservation.
Kwon So-young introduced key initiatives such as the “Korea PR Ambassador Program,” “Woollim” (National Policy Platform), and “Yeollim” (Policy Communication Platform), highlighting VANK’s collaboration with major institutions like the Ministry of Foreign Affairs and the Korea Heritage Service. She emphasized efforts to position Korea as “Asia’s Hub” and a global cultural leader.
Seong Hye-seung proposed the “Correct Naming of Asia-Pacific Intangible Heritage” campaign, pointing out limited Korean-language accessibility for such heritage information. She suggested using VANK’s prior experience in preserving Korean heritage terminology to enhance recognition of Asia-Pacific heritage worldwide. Seong also advocated for leveraging the “Yeollim” platform to bridge policy gaps and improve public engagement.
Kim Ji-hye proposed creating Instagram stickers featuring traditional heritage symbols to make intangible heritage more accessible. She noted VANK’s past success in generating over 200 million views with digital content and emphasized social media’s power in cultural promotion.
Koo Seung-hyun introduced the “Global Asia-Pacific Intangible Heritage Ambassador Program,” highlighting the need to protect disappearing traditions. He stressed that youth participation in digital diplomacy can enhance cultural identity and foster international respect for diversity.
Youth researchers from Indonesia also shared ideas. Alex suggested a heritage-focused hackathon and podcast series to encourage knowledge sharing across Asia-Pacific nations, while Monica recommended forming partnerships with travel agencies to develop experiential heritage tours, citing her firsthand experience with Korea’s kimchi-making programs.
Concluding the seminar, Park Ki-tae, Director of VANK, affirmed, “Though we are not an international organization, we aim to serve as a bridge connecting the world to Asia-Pacific intangible heritage.” He expressed confidence that the “Yeollim” platform’s launch in March would significantly amplify UNESCO ICHCAP’s outreach.
Kim Ji-sung, Director-General of UNESCO ICHCAP, praised VANK’s innovative approach, stating, “Collaborations like these are crucial in preserving and promoting intangible heritage in an increasingly digital world.”
As VANK and UNESCO ICHCAP strengthen their partnership, this seminar marks a step toward global awareness and preservation of Asia-Pacific’s rich intangible heritage.
VANK ✖️ KHS IHCD
On January 23, 2025, the Voluntary Agency Network of Korea (VANK) and the Korea Heritage Service’s International Heritage Cooperation Division held a seminar at the Korea Culture Foundation conference room in Seoul. The event aimed to explore effective global promotion strategies for Korea’s national heritage through public-private collaboration.
The seminar opened with a presentation by Kwon So-young, a researcher at VANK, who introduced key initiatives such as the “Korea Promotion Ambassador Training Project,” the national policy platforms ‘Woollim’ and ‘Yeollim,’ and the ongoing collaboration between VANK and the Korea Heritage Service. VANK researchers also proposed innovative global promotion ideas, which were refined through feedback from government officials.
Kwon So-young highlighted VANK’s efforts to train digital and metaverse diplomats in partnership with major government agencies like the Ministry of Foreign Affairs and the Ministry of Culture, Sports, and Tourism. “Our goal is to establish Korea as the center of Asia and a gateway to Northeast Asia, sharing dreams and friendships worldwide,” she stated.
The ‘Woollim’ platform enables citizens to contribute to policy discussions in history, culture, and tourism, fostering active public engagement. Meanwhile, ‘Yeollim,’ set to launch in March, will serve as a communication hub between government agencies and citizens. “Through ‘Yeollim,’ the public will better understand government policies, and the government can improve them based on citizen feedback,” she explained.
Youth Researcher Seong Hye-seung proposed using ‘Yeollim’ to enhance the visibility of Korea’s cultural ODA (Official Development Assistance) projects, which support the preservation and restoration of heritage sites in developing nations. “By integrating these efforts into ‘Yeollim,’ we can foster greater public awareness and engagement,” she noted.
Park Ki-tae, Director of VANK, emphasized the importance of this initiative: “Promoting Korea’s cultural ODA efforts through ‘Yeollim’ will not only introduce Korea but also advance a new era of two-way cultural exchange with Hallyu’s global audience of 200 million.”
Another proposal by researcher Koo Seung-hyun focused on launching a global digital campaign to reclaim looted cultural assets, positioning Korea as a leader among former colonies in advocating for cultural restitution. American youth researcher Keziah Yoo highlighted inaccuracies in UNESCO records, such as mislabeling Korea’s ‘Pungmulnori’ as ‘China’s Korean Farmer’s Dance,’ stressing the urgency of rectifying these errors.
Alex, an Indonesian youth researcher, emphasized the significance of global cooperation in recovering looted heritage. “This campaign will be a crucial step in fostering international collaboration for cultural heritage protection,” he said.
As the seminar concluded, Park Ki-tae, Director of VANK, underscored the importance of regular strategic meetings, stating, “By incorporating Korea Heritage Administration content into ‘Yeollim,’ we can significantly enhance global awareness of Korea’s heritage.” Park Hyung-bin, Director of International Heritage Cooperation Division, echoed this sentiment: “Leveraging VANK’s platforms will help share our heritage policies with the public and improve them through active collaboration.”
Moving forward, VANK and the Korea Heritage Service plan to hold quarterly strategy seminars and utilize ‘Yeollim’ to further amplify Korea’s cultural diplomacy. With these efforts, VANK aims to pioneer a new wave of ‘K-Policy Hallyu,’ bringing Korea’s governance model to the global stage.
VANK ✖️ CHUNGJU ✖️ KTA
On January 22, 2025, VANK, the Korea Taekkyeon Association, and Chungju City gathered at the Korea Culture Foundation in Seoul to strategize on promoting Taekkyeon globally.
VANK researcher Kwon So-young outlined VANK’s 2025 Taekkyeon promotion plan, emphasizing its collaborations with key government agencies to cultivate global Korean ambassadors. She introduced “Woollim,” a citizen-driven policy platform amplifying public voices in history, culture, and tourism, and “Yeollim,” set to launch in March, which will enhance government-citizen communication.
VANK youth researchers Seong Hye-seung and Koo Seung-hyun detailed recent campaigns, including efforts to establish “Taekkyeon Day,” integrate Taekkyeon into school curricula, and push for its inclusion in the Olympics and Asian Games. Seong highlighted Taekkyeon’s educational value in fostering respect and cooperation, while Koo stressed the sport’s alignment with Olympic values.
Indonesian youth researcher Monica noted Taekkyeon’s misrepresentation in Indonesian media, proposing targeted outreach to improve recognition.
VANK leader Park Ki-tae pledged continued efforts to globalize Taekkyeon, integrating it into the upcoming “Yeollim” platform. Chungju cultural official Ham Jae-gon affirmed the city’s role in preserving and promoting Taekkyeon, while Korea Taekkyeon Association Secretary General Park Hyo-sun announced plans for an international Taekkyeon competition.
This seminar marks the beginning of a new collaboration to nurture global Taekkyeon ambassadors and expand its cultural impact worldwide.
VANK ✖️ KCF
On November 29, 2024, the Voluntary Agency Network of Korea (VANK) held a seminar at the Korea Culture Foundation conference room alongside Chairman Kim Joon-il. The event reviewed the achievements of the Homer Hulbert promotional campaign and discussed future strategies.
Jointly hosted by VANK and the Korea Culture Foundation, the seminar aimed to establish concrete plans to globally highlight the contributions of Dr. Homer Hulbert, a foreign independence activist who dedicated himself to Korea’s liberation. The session commenced with a presentation on VANK’s past efforts in promoting Dr. Hulbert’s legacy, followed by in-depth discussions on various outreach activities.
VANK researcher Kwon So-young detailed the organization’s promotional campaigns, which stem from a 2022 agreement between VANK and the Korea Culture Foundation to globalize Korean heritage. This led to collaborative initiatives, including a trilateral discussion in August 2022 between VANK, the Korea Culture Foundation, and The Hulbert Memorial Society.
VANK has since strived to transform global K-pop fans from mere consumers of Korean culture into advocates for Korea’s history, while also improving perceptions of Korea’s 2.5 million multicultural residents. Kwon So-young introduced Dr. Hulbert’s key contributions, including his articles in the New York Tribune advocating for Hangeul, his assistance in founding The Independent newspaper, and his role in exposing Japan’s colonial aggression at the 1907 Hague Peace Conference alongside Yi Sang-seol, Yi Jun, and Yi Wi-jong.
Since 2022, VANK has launched multiple campaigns, such as designing a Homer Hulbert commemorative currency, advocating for a memorial statue in his U.S. hometown, and promoting his achievements to Korean school principals and teachers across America. Other efforts include petitioning for an honorary road designation in his name, raising awareness about his role in Emperor Gojong’s stolen treasury funds, and highlighting his efforts for the return of the Gyeongcheonsa Ten-Story Pagoda.
The promotional activities were categorized into domestic and global initiatives. Domestically, VANK utilized its policy platform, Woollim, where 16 proposals were submitted by its members. Key suggestions included appointing Dr. Hulbert as Korea’s Honorary Public Relations Ambassador and elevating his posthumous honors, both of which are under government review. Additionally, VANK showcased him as a ‘Hallyu Star in Korean History’ at the 2023 National Brand Exhibition at the National Museum of Korea.
Globally, VANK collaborated with popular YouTubers boasting over 500,000 subscribers, producing three campaign videos that amassed over 264,122 views. VANK also independently created an English-language video on Dr. Hulbert’s legacy, reaching an audience of 1,403,068 viewers. Further, VANK published promotional materials, including the book Friends of Korea: Foreign Independence Activists, and developed an interactive world map illustrating global figures who aided Korea’s independence.
VANK’s digital initiatives extended into the metaverse, creating an exhibition hall where visitors could explore the lives of foreign independence activists. Their collective efforts garnered 100 media reports, raising public awareness and contributing to elevating the recognition of overlooked independence activists.
Chairman Kim Joon-il of the Korea Culture Foundation emphasized, “Despite being an American, Homer Hulbert devoted his life to Korea’s independence. We must never forget his contributions.” He added, “Hulbert loved Korea more than many Koreans themselves, and our joint efforts to promote his legacy globally are both valuable and necessary.”
The seminar continued with presentations from VANK’s young researchers. Koo Seung-hyun proposed creating digital stickers featuring Dr. Hulbert, stating, “He transcended borders and languages to fight for Korea’s independence. Using stickers as a global promotional tool will help keep his story alive.” Kim Ji-hye introduced the idea of an ‘International Independence Activist Map’ to provide an interactive way to explore the global figures who supported Korea’s liberation. Seong Hye-seung suggested a campaign highlighting foreign independence activists beyond Dr. Hulbert, such as Japanese activist Kaneko Fumiko and British journalist Ernest Bethell, to foster international solidarity.
Park Ki-tae, Director of VANK, concluded, “We will continue to train the 200 million global Hallyu fans to become 21st-century Homer Hulberts, sharing Korea’s history with the world. With the support of the Korea Culture Foundation and the Hulbert Memorial Society, we are committed to ensuring his legacy is never forgotten.”
VANK ✖️ MCST
On November 22, 2024, the Voluntary Agency Network of Korea (VANK) and the Ministry of Culture, Sports, and Tourism (MCST) held a seminar to discuss strategies for effectively promoting Korea globally through public-private collaboration.
Key initiatives presented included the “Global Korean Ambassador Training Program,” aimed at training young Koreans to become ambassadors of Korea’s true history and culture. This program was launched in response to concerns about distorted representations of Korea in foreign textbooks, websites, and social media. By empowering youth to take the lead in promoting accurate information, VANK aims to correct misconceptions before they spread.
Another key initiative discussed was the “Youth-Driven National Image Promotion Policy Discussions,” a quarterly meeting platform based on VANK’s ‘Woollim’ platform. The meetings will address Korean cultural and tourism policies and discuss solutions to global inaccuracies about Korea. VANK emphasized the importance of preemptive action to prevent misrepresentations, pointing to recent cases like the omission of “Dokdo” and the “East Sea” in materials produced by the Sejong Institute.
The seminar also covered the “Generation AI Response and Promotion Campaign,” where VANK plans to work with influencers and AI platforms to ensure accurate depictions of Korean history and culture. Other projects include using the “K-info Hub” platform to spread global promotional content and the “I am an Ambassador!” campaign, which recruits foreigners to share Korean culture.
VANK presented innovative ideas from young researchers, such as promoting Korean heritage through monthly social media campaigns. These include creating themed content like introducing the UNESCO Intangible Cultural Heritage ‘Taekkyeon’ and distributing digital backgrounds to increase global awareness.
VANK and the MCST emphasized the importance of these efforts to enhance Korea’s global cultural standing and correct misinformation.
VANK ✖️ KTF
On October 15, 2024, VANK held a strategic seminar in collaboration with the Korea Taekkyon Federation to promote the traditional Korean martial art, Taekkyon, as a global Hallyu star. The event focused on increasing awareness of Taekkyon among 200 million international Hallyu fans.
Key attendees included Oh Seong-geun, Secretary General of the Korea Taekkyon Federation, Ahn Chi-young, Deputy Director, and VANK’s director, Park Ki-tae, along with other VANK members and researchers from the U.S. Kwon So-young highlighted the organization’s previous achievements in globalizing Taekkyon.
VANK has produced 4,000 sets of promotional materials, including 48,000 English-language postcards, featuring Taekkyon as one of twelve “Hallyu stars in history.” They also created 10,000 English world maps introducing Taekkyon to schools worldwide. Additional efforts include public policy proposals for incorporating Taekkyon into national campaigns.
The seminar generated several promotional ideas, such as blending Taekkyon into popular culture (Hye-seung Seong), AR integration and Taekkyon choreography in K-pop (Ji-hye Kim), and wellness-focused programs (Seung-hyeon Koo). American researcher Keziah Yoo proposed creating trendy videos showcasing Taekkyon’s distinctive kicking techniques, while Christine Mau suggested Taekkyon pop-ups at school festivals.
Park Ki-tae expressed VANK’s commitment to leveraging Hallyu’s popularity to promote Korea’s rich history and culture, ensuring Taekkyon’s place on the global stage. In recognition of their efforts, VANK members were awarded honorary Taekkyon certificates by the Korea Taekkyon Federation.
VANK ✖️ SF KOREA
On October 5, 2024, in celebration of World Korean Day, the Cyber Diplomacy Organization VANK hosted a seminar in Seoul addressing the future of overseas Koreans worldwide. Key attendees included Kim Han-il, President of the Korean American Association of the San Francisco Bay Area, and Sun-ran Kim, Chairwoman of the Jin Duck and Kyung Sik Kim Foundation.
During the seminar, VANK shared the success of their campaign, launched in April, to honor Lee Dae-wi, a Korean independence activist, as an honorary ambassador to the U.S. Over 6,200 Koreans in the United States supported the campaign. VANK also promoted the historical significance of other activists like Jeon Myeong-un and Jang In-hwan, as well as Korean independence sites in San Francisco.
In addition, the seminar highlighted the importance of voter participation in the upcoming U.S. presidential election on November 5, 2024. Despite 58% of Korean Americans being eligible voters, their turnout is currently low, impacting the community’s influence. VANK emphasized the need for active civic engagement to strengthen the Korean American community’s political and social presence in the U.S.
VANK Director Park Ki-tae vowed to continue projects promoting Korean history and culture globally while empowering the Korean diaspora to increase their influence in their respective countries through political participation.
VANK ✖️ PUAC
On May 29, 2024, the Voluntary Agency Network of Korea (VANK) held a Global Unification Public Diplomacy Strategy Seminar at the Peaceful Unification Advisory Council (PUAC) conference room. The event aimed to explore strategies for raising awareness and interest in Korean unification through global diplomatic efforts.
The seminar was attended by VANK Director Park Ki-tae, nine youth researchers, PUAC Deputy Secretary-General Dong Seung-chul, and 14 PUAC staff members specializing in international affairs, totaling 25 participants.
VANK presented its global unification diplomacy initiatives from its establishment in 1999 to the present. The organization has worked to correct international misconceptions about Korea’s history before division, addressing distortions found in textbooks, encyclopedias, and academic sources worldwide. These efforts have led to the correction of 731 cases of misinformation on influential platforms such as National Geographic, Harvard University, BBC, and WHO.
VANK also strives to enhance Korea’s national brand by improving its representation in global history education. While Chinese history is covered extensively in textbooks with around 50 pages and Japan’s with 20, Korea is often limited to a single page, which predominantly portrays it through foreign invasions, colonial rule, and division. To counter this, VANK has trained thousands of young Koreans as digital diplomats, rectifying textbook inaccuracies and promoting Korea’s cultural heritage through global campaigns. The organization has distributed 1.9 million copies of over 200 educational materials, including booklets, maps, and postcards.
Furthermore, VANK has actively promoted the vision of a unified Korea to the global community, educating young Koreans about its significance and encouraging international support. The organization has trained 1,075 youth as global unification ambassadors, with 235 outstanding participants leading awareness campaigns abroad. VANK has also produced and distributed 100,000 copies of unification-themed educational materials, including the “Unification Globe Map,” which highlights how Korea’s unification is interconnected with 8 billion people across 200 countries.
Additionally, VANK has developed 12 promotional videos, including “Building a Wall of Hope for Korean Unification,” which inspires youth to reflect on Korea’s past, present, and future, and “The Meaning of This Nation,” which emphasizes that true national liberation can only be achieved through unification.
Looking forward, VANK announced new global unification diplomacy campaigns, including a national branding contest for a unified Korea, AI-driven future scenario projects, and tailored persuasion strategies for the U.S., China, Japan, and Russia regarding Korean unification. Other initiatives include fostering unification public diplomats among North Korean defectors and global Korean youth.
During the seminar, VANK proposed policy recommendations to NUAC. Director Park Ki-tae emphasized, “VANK’s mission has always been to enhance Korea’s global image. In 1999, few knew about Korea’s rich history and culture, and misinformation was widespread. We have since worked to ensure the world sees Korea accurately and finds it compelling. Now, we must prepare for the branding of a unified Korea.”
Senior Researcher Lee Sun-hee suggested leveraging the metaverse to train global diplomats, enabling participation from Korean expatriates and international supporters. Kwon Soon-gyu stressed the importance of global platforms in shaping public opinion, stating, “Unification will impact not only Korea but also neighboring countries, Europe, and the U.S. Building international discourse before and after unification is crucial.”
Yang So-hee highlighted Instagram’s role in reaching global youth, recommending continuous efforts to engage young audiences in unification advocacy. Kwon So-young proposed strategic partnerships with international NGOs and educational institutions to amplify Korea’s unification message. Choi Yeon-seo called for more collaboration between VANK and PUAC to develop youth-friendly diplomatic programs. Choi Yoo-jin emphasized the need for multilingual content to reach a broader international audience. Cho Su-yeon underscored the power of storytelling in capturing global interest in Korean unification. Finally, Ju Hye-in suggested creating interactive digital platforms to engage young people worldwide in the unification discourse.
Through this seminar, VANK and PUAC strengthened their commitment to promoting a globally recognized, future-oriented vision of Korean unification. The event underscored the necessity of strategic diplomacy in fostering international support and shaping Korea’s national brand beyond division.
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