South Korean Soft Power in Mongolia: What Does the Survey Say?

Abstract

This article examines the changing dynamics of soft power in Mongolia and explains why South Korean cultural influence is stronger than that of Mongolia's powerful neighbours, namely China and Russia. Given the extensive political, economic, and cultural interactions since the 1990s, one might expect Chinese soft power to be more attractive than that of other great and major powers. However, the results of our public opinion polls challenge this assumption. According to these surveys, after Western cultural influence, South Korean food, movies, music, language, and educational institutions are among the most attractive in Mongolia. Indeed, South Korean chain stores (E-mart, CU, GS25), restaurants, coffee shops, and goods have already become highly visible in the country's service sector. Nevertheless, although Mongolian attitudes toward South Korea are predominantly favourable, this should not be interpreted as evidence that South Korea exerts strong political influence in Mongolia. We argue that current favourable attitudes toward South Korea and the attractiveness of South Korean culture could provide a solid foundation for the emerging strategic partnership between the two countries. This paper briefly introduces the concept and dynamics of soft power in Mongolia, discusses the results of the 2026 public opinion survey in comparison with the youth surveys of 2021 and 2024, explains three factors (overall positive bilateral relations, the role of people-to-people interactions, and perceptions of modernity), and concludes with directions for future research.