디지털 공공외교 주체로서 인플루언서의 활용 가치와 발전 전략: 투르크권 국가와 한국 간 활동 사례 분석을 중심으로

The Strategic Value and Development Approaches to Utilizing Influencers as Digital Public Diplomacy Actors: A Case Study of Engagements Between Turkic States and Korea

Turkiye and Central Asian countries have maintained traditional diplomatic relations with Korea based on historical and cultural commonalities under the Altai cultural sphere, fostering friendly ties from the past to the present. Recently, in line with the digital era, diplomacy utilizing influencers active on social media has gained significant attention as an effective means of mass communication. This study examines cases of influencer-driven diplomatic activities between the Turkic region and Korea, highlighting the following key characteristics: first, the influencers effectively leverage Korea's strengths in cultural public diplomacy, such as the rising popularity of Hallyu (the Korean Wave) content in the Turkic region. Second, building on the amicable relations between the two sides, influencers from each country often act as informal cultural ambassadors, introducing their nations to wider audiences. In conclusion, while influencer-based public diplomacy has inherent strengths, its limitations can be mitigated through enhanced cooperation with government institutions, thereby maximizing its potential impact.