The Korea Foundation appointed actor Song Seung-hun, one of the best-known hallyu (Korean Wave) stars, as its PR ambassador for cultural sharing and promotion, in a ceremony held at the Diplomatic Center in Seoul on December 12, 2011. Unlike other PR ambassadors who generally focus on the promotion of a particular organization or
business enterprise, Song as the Foundation’s PR ambassador will support
international cultural sharing and help enhance the brand image of
Korea by personally participating in the Foundation’s various public
diplomacy initiatives.

In view of his widespread popularity as a star of many Korean films and
TV dramas, Song’s appointment was among the major events marking
the Foundation’s 20th anniversary last year. He is known for his legions
of fans throughout Asia including the Middle East as well as South America.
He was also recognized for his personal interest in advancing the KF ive
of “increasing a proper awareness and understanding of Korea among the global
community and promoting international friendship and goodwill.”

Accepting his appointment, Song remarked: “I came to realize the importance of cultural
exchange after receiving a letter from one of my fans, who said that he developed an interest
in Korea after watching Korean dramas and movies, and even began studying the Korean language.
Through my activities as the KF ambassador for cultural sharing, I will make efforts to promote Korea’s language, food, and overall culture worldwide, and engage myself in international cultural exchange with a strong sense of responsibility.”