CAJ | 학술논문

韩国政府在制定国家品牌形象战略的过程中，缺乏对国家品牌哲学和韩国文化美学的真诚反省。本文将探讨通过确立文化认同建立韩国国家品牌这一课题。为此，笔者将从三方面进行论述：第一，考察传统文化和国家认同的相互关系；第二，讨论关于对传统文化的再认识和将传统文化的哲学和美学符号化的方案；第三，讨论关于通过传统文化和韩流的融合提升国家品牌的方案。
한국정부재제정국가품패형상전략적과정중，결핍대국가품패철학화한국문화미학적진성반성。본문장탐토통과학립문화인동건립한국국가품패저일과제。위차，필자장종삼방면진행논술：제일，고찰전통문화화국가인동적상호관계；제이，토론관우대전통문화적재인식화장전통문화적철학화미학부호화적방안；제삼，토론관우통과전통문화화한류적융합제승국가품패적방안。
The South Korean government has been ill-equipped to reflect earnestly on the cultural aesthetics of Korea and the philosophy and vision of her national brand in the process of mapping out a strategy for the creation of Korea＇s national brand image. The aim of this paper is therefore to discuss issues on the national branding by establishing the identity of the Korean culture. To achieve this, the first is to consider the interrelationship between the national identity and the traditional culture. The second is to discuss a scheme for encoding the philosophy and aesthetics of traditional culture, together with a new understanding of the culture. The third is to discuss the national branding strategy through a complex of the Korean traditional culture and the korean wave. The philosophy and aesthetics of traditional culture captured in the popular culture and its modem re-interpretation is called ＇ the created classic. ＇ When this classic forms this is exactly what ＇the created classic＇ is able to function as a national brand and then the Korea brand can improve at home and abroad. For this, it requires the establishment of the cultural philosophy of the Korean tradition through the academic research, followed by the procedure of sublimating this philosophy aesthetically and then reflecting it into the popular culture of South Korea.