Details in a press release show that The Ministry of Foreign Affairs conducted an outreach event at Hanyang University on Tuesday, September 15, as part of its Digital Global Campaign for this year — “YouthFULL Tomorrow.” During the event, MOFA offered a cup of coffee to young people as a token of encouragement. This action highlights a shift in the Ministry’s approach to international engagement, moving beyond traditional diplomatic channels to directly connect with younger generations through digital platforms.
Background
The “YouthFULL Tomorrow” campaign, launched in April, represents a national policy task – No. 120 – aimed at establishing South Korea as a “G7+ diplomatic power” through active contributions and engagement in the international community. Prior outreach events have been conducted at Korea University in May, Chonnam National University in July, and in collaboration with Chung-Ang University’s Department of Advertising and Public Relations in March and June. The Ministry’s continued focus on universities reflects a strategy of engaging with leaders of future generations. The Ambassador for Polar Affairs Lee Taewoo has previously attended the 10th Warsaw Format Meeting of Arctic Council Observers and the 12th Meeting of the North Pacific Arctic Research Community (NPARC), signaling a broader interest in international research and collaboration.
Analysis
The core of the Ministry’s strategy is the KOREAZ platform, a digital public diplomacy initiative operating across YouTube, Instagram, Facebook, and X. This platform produces digital content to inform international audiences about Korea’s foreign policy, knowledge, and culture. The use of augmented reality (AR) game challenges and Instagram challenges during the Hanyang University event aims to increase engagement with the KOREAZ platform. The provision of coffee represents a symbolic gesture, intended to foster a positive association between the Ministry and the target demographic. The campaign’s success, as measured by the platform’s 1.92 million subscribers, is central to achieving the national policy task. The Ministry’s focus on universities suggests a deliberate targeting of students who will shape future diplomatic discourse.
Implications
The Ministry’s efforts have implications for regional stability, primarily through the promotion of South Korea’s diplomatic voice and its role in international forums. The campaign’s success in expanding the KOREAZ subscriber base could bolster South Korea’s standing within the G7+ diplomatic power framework. The expansion of engagement with young people aligns with the Ministry’s stated goal of connecting with the world through a new generation of leaders. This strategy also has implications for trade and security, as a more engaged and informed youth population may ultimately contribute to a more favorable international environment for Korean economic and security interests. The event’s focus on augmented reality suggests an investment in innovative communication technologies.
Outlook
Should the visit yield increased engagement with the KOREAZ platform, the Ministry plans to continue expanding its efforts in the second half of the year. If the augmented reality challenges prove successful in driving user participation, the Ministry may consider similar initiatives at other universities. The continued success of the “YouthFULL Tomorrow” campaign hinges on the Ministry’s ability to maintain momentum and adapt its engagement strategies to evolving digital trends. The Ministry’s stated goal of engaging with future generations through its digital platform represents a long-term commitment to shaping international perceptions of South Korea.
Sources & Further Reading
- Official press release
- Foreign ministry source
- Ambassador for Polar Affairs Lee Taewoo Attends Warsaw Format Meeting of Arctic Council Observers (Unknown Da)
- Offline Promotional Event for the First Korea-Central Asia Summit 2026 (Unknown Da)
- Ambassador for Polar Affairs Lee Taewoo Attends 12th North Pacific Arctic Research Community (NPARC) Meeting (Unknown Da)
.png){kind=link}