'Hallyu (Korean Wave)' seems to be doing the most in improving the image of Korea.
The Korean Tourism Organization announced on the 1st the results of a survey conducted last June at the Korean booth of the Hong Kong International Expo Organization, in which out of 1,337 participants, approximately one third answered that they think of Hallyu cultural products first when asked about Korea.
In a short answer question asking about what participants think of first about Korea, 177 (13.2%) answered Korean dramas or stars and 139 (10.4%) answered 'Dae Jang Geum,' while 121 (9%) answered the singer Rain (Bi) amongst others.