Brand Korea Faces Challenges From Within Brand Korea Faces Challenges From Within Brand Korea Faces
Challenges From Within Brand Korea Faces Challenges From Within
By Robert J. Dickey While various government offices in Korea attempt to promote the ``brand" of Korea, the news has been filled with reports on private entrepreneurs negating their efforts. Koreans have been caught once again cheating on major international exams. Test papers have been stolen for the purpose of being sold to students taking the same test hours later, or for use in test preparation classes, the net result of which is the same as when exams like the SAT, GRE, and TOEFL recycle certain questions. This is not a minor theft to help a friend, but a commercial activity. It has been going on for years with various players, which is why there have been far fewer TOEFL test dates in Korea than elsewhere. Less test administration makes for less recycling, and less value in the theft. And of course, the same has been going on in local exams, but these seldom attract international attention. Respect for intellectual property is one of the various issues business consultants raise when asked about corporate relocations. The local legal system is another important consideration, and with the Korean judiciary currently under attack from politicians (who have lost all right to claim moral superiority based on the globally televised physical assaults in the National Assembly) and the failure of Koreans to recognize a contract as anything more than a list of current hopes and wishes, it is hard to claim that Korea is a safe place to earn and keep profits. Saber-rattling by the Ministry of Defense does not encourage foreigners to visit a country still legally in a state of war. Yet many do come, in part because the economic and cultural appeal is strong. Far too many business visitors to Korea leave shaking their heads in despair, and while vacationers have a great time once any language issues are circumvented, far too many of the longer-term expatriates see things differently. Those who should be Korea's best promoters, young college graduates who visit Korea for a year or two before entering graduate school or professional lives, are departing EPIK or hagwon with horror stories of broken promises and stolen pay. Let's be clear, there is much to appreciate in Korea. The intangibles, however, are hard to communicate beyond the nation's borders. And far too many of the specifics are counterproductive to national brand development. Perhaps it is time for the Korean judiciary to change. People who break laws and violate contracts should be punished according to the law, not released with a mild admonishment and without special consideration for economic or other contributions to society. When all stand equal before the law the brand of Korea will be more than a laughingstock. Music and dance do not a brand make. The writer is an assistant professor at Keimyung University in Daegu. He can be reached at rjdickey@content-english.org. Brand Korea Faces Challenges From Within http://koreatimes.co.kr/www/common/printpreview.asp?cate... 1 of 1 2014-08-30 8:12