Seoul launches committee tasked with improving national image

By Byun Duk-kun
SEOUL, Jan. 14 (Yonhap) -- A new presidential committee will begin its mission
next week to improve the image of the country and its products in the
international market in a move that follows the president's recent remarks that
made-in Korea labels are often associated with discounts, officials said
Wednesday.

The National Brand Committee will be launched next Thursday, according to
officials at the presidential office Cheong Wa Dae.
The scheduled launch comes after President Lee Myung-bak on Monday noted that the
value of South Korea's national brand image is less than that of some businesses
here or their products.
"Sadly, our country's economy is one of the world's 10th largest, but the value
of its brand image is 1/50 of that of Japan. Moreover, it is even less than that
of private businesses such as Samsung or Hyundai," Lee said in his biweekly radio
address.
To learn from such successful businesses, the new committee will include about 10
officials from the conglomerates who specialize in public relations, according to
a Cheong Wa Dae official, speaking on condition of anonymity.
"The move comes under our conviction that we should at least shed the image of
'Korea discount,'" the official said, referring to the image of cheaper,
sub-quality products that has long been associated with goods produced in Korea.
"The government will do everything it can to support the committee so Korea as a
brand will sell for its full value," he added.
The committee will be headed by Euh Yoon-dae, former president of Seoul's Korea
University, and include ministers and officials from a number of related offices,
including the Ministry of Trade and Foreign Affairs and the Ministry of Knowledge
Economy.
bdk@yna.co.kr
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