Country branding is a tricky exercise. If it doesn’t stem from actual perceptions, it may feel contrived and artificial. The thing with perceptions is that they are often incomplete or downright incorrect, and they tend to linger, the positive as well as the negative. South Korea’s branding is a good example of a country where the perceptions align well with reality. A modern country with cutting-edge technological companies, fascinating cultural exploits such as K-Pop and K-Drama, arresting visual creations like Webtoons, delicious food, a famous cosmetics industry—all these perceptions correspond to the reality. These achievements are topped off by political goodwill, a commitment to democracy and alignment with the West, while maintaining largely peaceful relations with all countries. In a word, success.