'Creative Korea' Slogan Gets Backlash For Lacking Creativity
The Ministry of Culture, Sports and Tourism in South Korea recently announced South Korea's new national slogan-- "Creative Korea." The slogan has not be received favorably from PR experts who believe it misrepresents Korea and lacks creativity.
"Creative Korea" has been praised at least for its use of alliteration. Past slogans include "Dynamic Korea" from the year 2002, "Korea Sparkling," from 2007, "Korea Be Inspired" from 2010, and "Imagine Your Korea," from 2014.
"Just as a brand, it is okay and better than the previous Dynamic Korea," Michael Breen, CEO of Insight Communications Consultants and Korea resident, stated.
"However, this one is quite similar to brands of other countries, combining an adjective and the name of the country such as Incredible India and Amazing Thailand, ironically not quite creative," he said.
Breen suggested that the slogan does not adequately express the Korea's core strategy.
"The idea of a brand is that it should capture a core strategy of a company or country in this case. If the core strategy of Korea going forward is creativity - creative economy, creativity in arts and education and valuing individuals - the new brand fits Korea's strategies," Breen said. "However, it was chosen by a survey, not driven from the national strategy. That's the weakness of this slogan. That's just populism and doesn't mean anything. The brand should articulate the policy and strategy of the country, but it's not happening in this case."
While many experts find issues with the slogan, many others agree that it is a step in the right direction for promoting Korea.
Kim You-kyung, public relations professor of Hankuk University of Foreign Studies, approves of the new slogan and brand and agrees that it is time for Korea to express its emotional dynamics.
"Korea cannot be recognized as a dynamic country forever," Kim said. "Especially for Europeans, who know little about Korea, the slogan can make them imagine dynamite because of North Korea. Thus, it is proper time to develop a future-oriented national brand. The new slogan, Creative Korea, shows cultural dynamism and creativeness. The slogan is a future-oriented brand, as it includes Korea's creativeness and diversity."
