2min chapter

The Hustle Daily Show cover image

The $40m bet that made South Korea a food and cultural power

The Hustle Daily Show

CHAPTER

The Success of South Korea's Gaster Diplomacy Campaign

South Korea put $40 million into its first campaign, at least for Gaster diplomacy. The country was trying to register products like Gochujang and Jin saying that are very specifically Korean on national indexes. They also launched the World Institute of Kimchi, which is kind of their most noteworthy popular export.

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