National and Regional Branding in East Asia: A Comparison of Fashion Brand Strategies Between the Metropolis and Peripheral Areas of Japan and South Korea

This thesis explores nation branding and regional branding strategies in the fashion industry in Japan and South Korea, two countries that have successfully used soft power to enhance their global influence. The research examines the dynamics between global urban centres and peripheral areas, where there is a renewed focus on local traditions and craftsmanship. The first chapter analyses both the benefits and drawbacks of globalization, with a focus on the use of soft power by nations. It explores the socio-economic impacts of globalization, the evolving dynamics of cultural exchange, and the role of technological development in shaping these transformations. The second chapter emphasizes the strategic and conscious construction of a nation brand. It highlights the complex cultural, social, and economic factors contributing to the success of nation branding and regional branding. The chapter also examines examples of nation branding in various East Asian countries, illustrating how cultural diplomacy and fashion play a significant role in shaping global dynamics and influencing perceptions of nations and their products. The third chapter presents case studies on the fashion branding strategies of Japan and South Korea, comparing central and peripheral areas, particularly the Aomori prefecture in Tōhoku and the city of Mokpo in South Jeolla. In conclusion, the research aims to answer key questions that guided the development of the thesis and offers insights for future studies on the growing importance of regional branding in East Asian countries.