The Eurasia Lecturer Series Episode 10 recently featured Dr. Changzoo Song from Auckland University, New Zealand, who delivered a lecture on Korean culture, gastronomy, and soft power in the digital era.
In his presentation, Dr. Song explained that global cultural experiences today are increasingly mediated through digital technology. Younger generations no longer need to visit South Korea to engage with its culture, as initial encounters often occur through K-pop, K-dramas, and popular cultural products such as food and skincare. This phenomenon positions South Korea as a leading example of media-driven global cultural interaction.
He further noted that South Korea’s transformation into a global cultural power represents a significant shift, considering its post-war history marked by economic hardship. Through the rapid development of technology and creative industries, the country has successfully built strong global influence. The widespread popularity of Korean content on digital platforms demonstrates that culture functions not only as an economic commodity but also as an effective instrument of soft power in shaping national image in the digital age.
During the discussion session, Dr. Song highlighted gastronomy as a key element in strengthening South Korea’s global appeal. He explained that Korean cuisine is not merely a form of daily consumption but also a representation of identity, collective memory, and cultural values. Gastronomy fosters emotional connections and a sense of belonging among global audiences who engage with Korean culture through digital media.
He also emphasized that Korean gastronomic practices—such as fermentation traditions, the bap–banchan–guk meal system, and communal dining culture—create distinctive sensory experiences that are easily shared visually through social media. This dynamic contributes to what he described as “Virtual Korea,” a phenomenon where gastronomy, media, and markets intersect to disseminate Korean culture worldwide.
According to Dr. Song, the success of South Korea’s soft power strategy is driven by the synergy between creative industries, government support, and the active participation of global fans. This combination positions gastronomy not only as part of consumer culture but also as an integral component of a cross-sectoral and evolving soft power ecosystem.
The Eurasia Lecturer Series Episode 10 was met with strong enthusiasm from students and participants. The interactive discussion reflected growing interest in popular culture studies, digital media, and global cultural transformation in the contemporary era. The program is expected to continue serving as an academic platform that enriches students’ perspectives in understanding global social and cultural dynamics critically and interdisciplinarily.
