The Korea Trade-Investment Promotion Agency (KOTRA) recently conducted a survey on the brand image of South Korea among young people in Europe. They surveyed 1208 youths, aged 18-30 years old, in five major European cities — London, Paris, Frankfurt, Milan and Budapest.
When asked about what comes to mind they think of South Korea, the respondents answered North Korea (9%), K-Pop (6.9%) and Seoul (6.5%). Others mentioned war, Samsung, kimchi, the 2002 FIFA World Cup and taekwondo.
When asked about K-pop singers, the respondents cited BIGBANG (8.8%), BEAST (5.8%), Girls Generation (5.5%), Dong Bang Shinki (3.3%) and Rain (3.0%).
Awareness of South Korea and a preference for Korean culture and the country itself were highest in Hungary, followed by France, Italy, Britain and Germany.