You-il Lee is Associate Professor of International Business and Director of the King Sejong Institute Adelaide at the University of South Australia. You-il is a political economist and has published research on socio-economic and political changes caused by globalization and regionalism in Asia. He has published widely in leading journals in the areas of Asian Studies, Asian business management and Asian political economy. His latest book (co-authored) is The Political Economy of New Regionalism in Northeast Asia: Dynamics and Contradictions (2018). You-il is currently working on a further monograph, entitled The Impact of Foreign Multinational Corporations in Korea. He has taught and coordinated courses on Asian political economy, international business/management, and cross-cultural management, and currently teaches post-graduate courses as part of the UniSA Business School’s 5-star MBA and International MBA programs.Richard Lee is Associate Professor of Marketing and Associate Director for the Australian Centre for Asian Business at the University of South Australia. Prior to joining UniSA in 2007, Richard spent 15 years managing sales and marketing functions with Asian IT/telecommunication companies. His research expertise is in international and ethnic marketing, with particular focus on Asian markets. His publications have appeared in the European Journal of Marketing, Journal of International Marketing and International Marketing Review. Richard has also won several industry grants that focus on how Australian SMEs can capitalize on free-trade agreements and on enhancing the export competitiveness of Australian food and wine companies. His teaching experience includes consumer behaviour, marketing planning, customer relationship management and market research.

• 1. Introduction Part I: The Political Economy of Korea 2. Evolution of Korean Political Economy Part II: Korea’s Mature Economy: Perceptions of Korea-based MNCs 3. Interviews with Multinational Corporations (MNCs) in Korea Part III: Branding Korea 4. Korea and its Nation Brand 5. The Impact of Korea’s Industrialization on Nation Brand 6. Korea’s Nation Brand and its Products and Consumers 7. Concluding Remarks