K-pop, K-drama and K-defence – two sides of South Korea’s influence strategy Natalia Matiaszczyk 20.09.2025 07:28 DrukujPDFPhoto. This expansion is not merely about entertainment value – It strengthens South Korea’s national brand, and increases its global influence. Success in popular culture strengthens South Korea’s national brand, projecting an image of a modern, innovative, and creative society. K-defence: South Korea as an Arms ExporterAlongside its cultural successes, South Korea has rapidly emerged as a rising power in the global arms market. They also enhance South Korea’s credibility as a security actor, strengthening partnerships and opening new channels of cooperation.