Korea's PR Expert Professor Seo Kyung-duk Becomes Ulleung County Ambassador - A New Chapter in Dokdo Promotion

The Appointment That Shook Korean Tourism

On June 27, 2025, a significant moment unfolded in Korean cultural diplomacy when Professor Seo Kyung-duk of Sungshin Women's University was officially appointed as Ulleung County's tourism ambassador. This appointment represents more than just another ceremonial role - it's a strategic move that could reshape how the world perceives one of Korea's most historically significant regions.

The appointment ceremony took place at Ulleung County Office, with County Governor Nam Han-kwon and Deputy Governor Nam Geon in attendance. Professor Seo shared his excitement on social media, posting that he was taking a boat to Ulleungdo Island for the official ceremony. The timing couldn't be more perfect, as Korea continues to face international challenges regarding its territorial sovereignty, particularly concerning Dokdo Island.

What makes this appointment particularly noteworthy is Professor Seo's unique background. Known as Korea's 'Dokdo Guardian,' he has spent over three decades promoting Korean culture and territorial rights on the global stage. His appointment signals Ulleung County's serious commitment to elevating its international profile while strengthening the connection between Ulleungdo and Dokdo islands.

Professor Seo's Remarkable Journey in Korean Promotion

To understand the significance of this appointment, we need to look at Professor Seo's extraordinary career. Since 1994, when he founded the Korea Promotion Alliance club 'Survival Competition' during his university years, he has been at the forefront of Korea's cultural diplomacy efforts. For 31 years, he has dedicated his life to the 'Correct Korea Campaign,' making him one of the most recognizable faces in Korean international promotion.

His work with Dokdo began in earnest in 2013 when he served as the first principal of the Independence Hall's Dokdo School. Since then, he has consistently placed advertisements about Dokdo in major international media outlets including The New York Times and The Wall Street Journal. These weren't just simple advertisements - they were carefully crafted messages designed to educate the international community about Korea's historical claims to the islands.

Professor Seo's creative approach to promotion has been particularly impressive. He has produced a series of videos featuring Dokdo's symbolic elements including sea lions, Sapsaree dogs, Dokdo shrimp, and Seom Gircho plants. These productions have helped humanize Korea's territorial claims by showcasing the rich biodiversity and cultural significance of the region.

The Hidden Treasures of Ulleungdo That Need Global Attention

One of the most compelling aspects of Professor Seo's new role is his commitment to highlighting Ulleungdo's overlooked historical sites. In his appointment statement, he expressed frustration that while Ulleungdo houses the Dokdo Museum, many other historically significant sites remain unknown to the broader public. This is a critical issue that has long plagued Korean tourism - having incredible cultural assets that fail to reach international audiences.

Professor Seo specifically mentioned the 'Submarine Cable Landing Point' on Ulleungdo, a site that bears witness to Japanese colonial exploitation. These historical relics have been neglected, making them inaccessible to tourists who could benefit from understanding this painful but important chapter of Korean history. His plan to make these sites easily accessible to visitors represents a significant shift in how Korea presents its historical narrative to the world.

The professor's vision extends beyond simple tourism promotion. He wants to create comprehensive content that will help Ulleungdo become a world-class tourist destination. This involves not just highlighting natural beauty, but also educating visitors about the complex historical relationships between Korea, Japan, and the broader East Asian region.

Community Reactions and Public Support

The Korean online community has responded enthusiastically to Professor Seo's appointment. On major Korean forums like Nate Pann and DC Inside, users have expressed strong support for his new role. Many comments reflect a sense of pride that someone with such a strong track record in international promotion will be representing Ulleung County.

Positive reactions dominate the discussion, with users praising Professor Seo's dedication to Korean territorial rights and his professional approach to international promotion. Comments like 'Finally, someone who knows how to properly promote Korea internationally' and 'This is exactly what Ulleungdo needs' reflect the general sentiment.

However, some users have also expressed concerns about the challenges ahead. The remote location of Ulleungdo and the complex political sensitivities surrounding Dokdo mean that Professor Seo will need to navigate carefully. Some commenters noted that while his appointment is positive, the success of his mission will depend on sustained support from both local government and national authorities.

Strategic Implications for Korea-Japan Relations

Professor Seo's appointment comes at a particularly sensitive time in Korea-Japan relations. His role as Ulleung County ambassador is inherently political, given the county's administrative connection to Dokdo Island. This appointment sends a clear message that Korea is not backing down from its territorial claims, but rather is doubling down on its efforts to internationalize the issue.

The professor's approach has always been to use historical facts and international law rather than emotional appeals. This methodology has proven effective in international forums, where evidence-based arguments carry more weight than nationalist rhetoric. His new role will likely see him applying these same principles to promote Ulleungdo while simultaneously reinforcing Korea's position on Dokdo.

For international observers, this appointment represents Korea's sophisticated approach to soft power diplomacy. Rather than simply making territorial claims, Korea is investing in cultural and historical education, making its case through tourism, media, and educational content. This strategy recognizes that in the modern world, territorial disputes are often won in the court of international public opinion.

Future Projects and Global Outreach Plans

Professor Seo has already announced ambitious plans for his new role. In collaboration with the Gyeongbuk Cultural Foundation Content Agency, he will launch the TV animation 'Gangchi Island' in the second half of 2025. This project will be distributed globally through OTT services, representing a new frontier in Korean cultural diplomacy.

The animation project is particularly significant because it represents a shift from traditional promotional methods to modern content creation. By using entertainment media to tell Korea's story, Professor Seo is tapping into the global success of Korean cultural content, from K-pop to K-dramas. This approach recognizes that modern audiences, particularly younger demographics, are more likely to engage with historical and cultural content when it's presented in entertaining formats.

His plans also include developing various content in consultation with Ulleung County officials. This collaborative approach ensures that local needs and perspectives are incorporated into national and international promotional efforts. The goal is not just to increase tourist numbers, but to create sustainable, high-quality tourism that benefits local communities while educating visitors about Korean history and culture.

The Cultural Context Foreign Fans Must Understand

For international audiences, particularly those interested in Korean culture, Professor Seo's appointment represents an important moment in understanding Korea's complex relationship with its territorial sovereignty. The Dokdo issue isn't just about two small islands - it's about historical justice, national identity, and Korea's place in the regional order.

Foreign fans of Korean culture should understand that territorial issues like Dokdo are deeply emotional for Koreans because they're connected to the painful history of Japanese colonization. When Professor Seo talks about promoting historical sites related to Japanese exploitation, he's not just discussing tourism - he's talking about preserving memory and ensuring that historical injustices are not forgotten.

This appointment also reflects Korea's growing confidence in its soft power capabilities. The success of Korean cultural exports has given the country new tools for international engagement, and Professor Seo's work represents the application of these tools to more serious diplomatic challenges. For foreign observers, this demonstrates how cultural diplomacy can be used to address complex political issues in the modern world.