Revisiting Soft Power: How Expectations, Experiences, and Media Shape Perceptions of Korea’s Image Among International Students

Abstract

In recent years, South Korea has attracted growing global attention through the expansion of the Korean Wave (Hallyu), significantly shaping international students’ perceptions of Korea’s image prior to direct experience. However, these perceptions are not static and may evolve after arrival as individuals engage with the realities of everyday life. Revisiting the concept of soft power, this study examines how expectation gaps, interpretation of negative experience and social media depiction inaccuracy shape international students’ perceptions of Korea’s image across three levels: personal (micro), cultural (Hallyu), and global (macro). Using a quantitative research design, data were collected from international students in Korea and analyzed using regression analysis to explore the relationships among key variables. The findings reveal that expectation gaps negatively influence perceptions of Korea’s image across all levels, while interpretation of negative experiences play a significant role in shaping personallevel changes in perceptions. In contrast, perceived social media depiction inaccuracy exerts a stronger influence on cultural and global perceptions, with lived experiences showing comparatively limited effects at these broader levels. These results suggest that perceptions of Korea’s image are formed through distinct mechanisms: personal-level perception change is primarily experience-driven, whereas cultural and global perceptions are largely shaped by mediated representations and prior expectations. This study contributes to the soft power literature by proposing a multi-level framework of perception of Korea’s image formation and offers practical implications for policymakers and educational institutions seeking to manage Korea’s international image and enhance international student experiences.