Soft Power in South Korea: Cultural Sponsorships and the Symbolic Value of Collaborations

Why is it important to talk about it?

For South Korean companies, being a sponsor of cultural events is not just a marketing strategy, but an opportunity to contribute to the projection of Korean culture in the world. This approach is deeply respected by both Korean consumers and the international community. The difference with the Italian model lies in the objective: while in Korea the focus is on symbolic and cultural influence, in Italy the focus tends to be more on promoting products and reaching target customers.

Italy and Soft Power: Differences in Approach to Sponsorships

In Italy, corporate sponsorship is often linked to immediate visibility and the promotion of specific products or services. Although there is a strong sense of cultural prestige in the fields of art, fashion and design, Italian soft power manifests itself more through the quality of products and the attractiveness of brands, rather than in an integrated and symbolic cultural projection. This creates an interesting contrast with Korea, where sponsoring a major event means participating in a cultural and social narrative with a strong symbolic impact.

Tenute d'Italia's Vision: Creating Cultural Connections

For Tenute d'Italia, being an official sponsor of important South Korean events represents not only a business strategy but also a commitment to intercultural connection. Participating in these events reinforces one of our fundamental principles: to create collaborations that promote personal and professional growth for all participants. This experience has allowed us to experience meaningful moments and share values with South Korean culture, bringing mutual enrichment.

We are deeply grateful for the collaborative opportunities we experienced this year, and we sincerely thank the event organisers for allowing us to contribute to the support of South Korean culture.