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"The purpose of this study is to examine the process of globalization in the Korean context and resultant changes in major social institutions and cultural values, especilly the impact of the recent economic crisis and subsequent neoliberal reform on traditional confucian values. The financial crisis in 1997 forced the Korean government to ask for IMF loans, to which conditionaly in the form of neoliberal economic reform is costumarily attached. Indeed the IMF is one of the many international organizations through which globalization as a hegemonic ideology propagates neoliberalism to the whole world based on the so-called Washington consensus. the economic crisis and the IMF-led neoliberal reform have resulted in changes in many areas: mass unemployement and employement instability; changes in family roles and marriage patterns; and polarization of income distribution with the shrinking middle class. Neoliberalizm also promotes such values as competitiveness, individualism, materialism, efficiency and instrumental rationality, which are in sharp contrast to thee traditional confucian values. In fact the neoliberal reform following the economic crisis created not only the social environment where confucian legacies can no longer hold, but also value conflicts between the upper and the lower classes and between the younger and the older generations."

"ABSTRAKKorea Selatan sejak tahun 2009 bersikap serius mengenai citra negaranya dengan membentuk Presidential Councilon Nation Branding (PCNB). Sejak dibentuknya badan tersebut, pemerintah Korea Selatan terus melakukan usahauntuk mengembangkan citra negaranya dengan berbagai cara termasuk di dalamnya menggunakan kepopularitasanKorean Wave yang mendapatkan sorotan beberapa tahun terakhir. Dengan menggunakan metode tinjauan pustaka,tulisan ini bertujuan menjabarkan usaha-usaha pemerintah dalam mengembangkan citra negara Korea Selatandengan penggunaan Korean Wave sebagai salah satu elemen pendukung. Hasilnya menunjukan bahwa walaupuntarget peringkat Korea Selatan belum tercapai sesuai dengan tujuan awal dibentuknya PCNB, peringkat Korselnaik dibandingkan 7 tahun lalu. Usaha yang dilakukan di bidang ekonomi adalah menjalin berbagai kerjasamainternasional dengan melibatkan selebriti Korean Wave. Di bidang pariwisata, pemerintah Korea Selatanmelibatkan Korean Wave sebagai salah satu atraksi utama serta membentuk KOCCA yang bertujuan untukmengembangkan konten kreatif di berbagai industri yang berkaitan dengan Korean Wave.

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ABSTRACTSouth Korea has taken their nation’s image issues seriously by forming Presidential Council on Nation Brandingon 2009. Ever since the establishment of the council, the government of South Korea continuously making effortsto establish and maintain more positive image of their country including using the fame of Korean Wave (knownas Hallyu) which got popular across the country in the recent years. By using the literature review method, thispaper aims to describe the South Korea government efforts in developing the country's image with the use ofKorean Wave as a supporting element. The result showed even though South Korea’s rank target in accordancewith the original purpose of PNCB has not been achieved, the rank has gone up compared to 7 years ago. Theefforts done by South Korea government are including establish a wide range of international cooperationinvolving the Korean Wave celebrities, highlighting the Korean Wave as one of the main attractions for tourismand forming KOCCA who aimed at developing creative content in a variety of industries related to the KoreanWave.;"