Resumo

SANCHEZ SANCHEZ, Nely Itandehui  e  LEON DE LA ROSA, Raquel Isamara. Commercial diplomacy and Korean country brand in Mexico at the gates of the FTA. Méx.cuenca pac [online]. 2023, vol.12, n.35, pp.31-53.  Epub 13-Nov-2023. ISSN 2007-5308.  https://doi.org/10.32870/mycp.v12i35.843.

This article describes the performance and progress of South Korea's commercial diplomacy in Mexico based on the study of its country brand. This research seeks to be a contribution to the study of the bilateral relations of Korea and Mexico. Through surveys and two semi-structured interviews, conducted with the Korean Trade-Investment Promotion Agency (Kotra) and Dr. Eduardo Luciano Tadeo, in which they sought to identify the importance of the Mexican market for Korea in order to establish a direct relationship between the concepts of commercial diplomacy and country brand and how from its application it can be a preamble to a free trade agreement. This research is descriptive, exploratory, mixed and starts with a theoretical review of the concepts of commercial diplomacy and country brand. It is concluded that Korea has had a positive influence through its country brand and the joint support of other cultural, social and educational policies, generating favorable conditions to develop its objectives of commercial expansion in Mexico, which is the door not only to the Latin American market, but also to the North American, being a strategic enclave within the continent.

Palavras-chave : commercial diplomacy; country brand; free trade agreement; South Korea; Mexico.

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