Abstract
We trace the hosting of the 2002 FIFA World Cup , which played a major role in South Korea’s speedy recovery and national unity after its most challenging economic crisis in modern history. While the opposition criticized hosting the World Cup under dire economic circumstances, the national government insisted that the mega-event could be successful and turn around the crisis. Co-hosting the event with Japan , South Korea was able to not only unite a nation that was hit hard by the crisis, but also rebrand itself as a more advanced nation on the international stage. The key constituency that benefited from this highly visible mega-event and the renewed image of South Korea were the chaebols, emerging as the multi-national companies from then onward.
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Joo, YM., Bae, Y., Kassens-Noor, E. (2017). 2002 FIFA World Cup and the Rebranding of South Korea. In: Mega-Events and Mega-Ambitions: South Korea’s Rise and the Strategic Use of the Big Four Events. Mega Event Planning. Palgrave Pivot, London. https://doi.org/10.1057/978-1-137-53113-1_4
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DOI: https://doi.org/10.1057/978-1-137-53113-1_4
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