Published on : Monday, February 19, 2018
The Winter Olympics 2018 has received a powerful first week of global attention, showing a amount of $13 billion (Dh47.81 billion) that South Korea is expected to have invested on the landmark event. With severe geopolitical turbulence in the region in and around, the Winter Olympics Games provide an amazing opportunity for the host country to show its positive image to the world, helping to create a possible brand makeover for the nation.
A prime goal of the Olympic organizers is to showcase an image of the country to international public in terms of modern, vibrant, stable democracy that has all the possibility to turn into a prime destination for all future investment and tourism. The nation with a multi-billion audience watching, is expecting to make the most on the first class opportunity to display its credentials after the crisis in 2017 that witnessed immense dramatic tensions with the North.
While the nuclear argument on the peninsular still continues, the Olympics already have welcomed highly unexpected geopolitical dividend. This means that at least relations between North and South have improved, transitorily; the two sides have their joint teams competing at the Games.
Here the main questions that crop up, going forward, that will decide that whether a financial dividend can be delivered to South Korea as well.
Can the reputation of a country get boosted in the same way as a corporate (or other organisation) might do? And, finally, can this create a positive, significant, and sustainable national impact?
Tags: South Korea through Winter Olympics