Although interest in South Korea's political, economic, social and cultural development as well as the country's global role has greatly increased, Korea has yet to secure an international status that matches the level of global interest in Korea.

Responding to this matter, President Lee Myeong Bak, at his congratulatory speech on August 15, 2008(the 63rd anniversary of Korean Independence Day)emphasized three core values for Korea's future: a law-abiding spirit, green growth and the importance of a nation branding.

In order to upgrade Korea's relatively undervalued nation brand and improve its management effectiveness, the Presidential Council on Nation Branding was founded on January 22, 2009 under the direct control of the President..