A Study on the Interrelation between Korea’s National Image and the Korean Language Learning Period in Thailand (Based on the learners in King Sejong Institute)

Abstract

Korea's rapid growth owes much to its vibrant culture, which is both a major contributor to and beneficiary of its economic expansion. Alongside this, the Korean government has actively promoted the Korean Wave, continually nurturing the Korean language and culture. The globally dispersed King Sejong Institute has played a pivotal role in shaping Korea's international image. Established in 2007, the institute now spans 244 locations in 114 countries, teaching Korean to 147,000 learners by 2022. In Thailand alone, there are five King Sejong Institutes, including Korean Education and Culture Centers.

This study explores the relationship between Korea's image and the duration of Korean language learning in Thailand. Beyond academic pursuits, surveys of Thai students studying Korean at the Sejong Institute reveal a strong affinity for K-pop, K-drama, and Korean cuisine, which shape a positive perception of Korea. However, the length of time spent learning the language or seeking employment in Korea does not significantly affect this perception. Positive views of Korea among learners increase their willingness to visit or live there for at least a month and positively influence their assessment of Korean products. These findings shed light on the impact of the Korean Wave in Thai society and suggest that increased Korean government support for language education could further enhance Korea's positive image.