Recently, the U.S. government made major budget cuts to the National Endowment for Democracy (NED). Seeing this, I started to think — maybe it's time to open a new chapter in what we can call the “Cultural Cold War.”
During the Cold War, both the U.S. and the Soviet Union used culture as a tool to compete. This cultural battle was intense, especially on the Korean Peninsula.
After Korea’s liberation, the U.S. opened public libraries called American Information Centers across the country. These centers promoted the values of freedom and democracy. During the Korean War, the U.S. and South Korean governments worked together to open cultural centers. The first one opened in 1952 in Chuncheon, and many more followed. Today’s cultural centers in every Korean city began this way.
Even after the war, U.S. cultural programs in Korea — backed by strong government support — continued to influence Korean society. If you're curious, the book Cultural Cold War explains this in more detail.
In the 1980s, things changed. The U.S. lost the Vietnam War. Anti-American governments rose in South America. The Cold War between East and West became more intense. Covert operations led by the CIA became common. Because of all this, the U.S. had to change how it promoted its message abroad.
That’s when the U.S. created the NED during President Reagan’s time. Instead of secret programs, NED was a public foundation for promoting democracy around the world. It became very active and visible.
The year 1984, when NED started, was also a turning point in media. Satellite technology helped spread global TV broadcasts. Music channels like MTV showed entertainment 24/7. Videos became a major way to share stories, not just information. This media boom helped NED develop programs that made democracy feel more engaging and inspiring. People weren’t just taught about democracy — they could experience and enjoy it.
As the Cold War ended, democracy and free markets became powerful global trends. NED helped spread these values. In Korea, NED adapted to local needs by supporting projects on North Korean human rights and helping North Korean defectors.
That was the second round of the cultural cold war.
But now, in 2024, that second round seems to be collapsing — and quickly. There was no warning, no time to prepare.
Even if NED’s budget gets restored, it may never work the same way again. Whether we’re ready or not, a third round of the cultural cold war has begun.
This time, things are different. Instead of relying on U.S. government funding, I believe it’s time for South Korea — a model of democracy and free markets — to take the lead.
We need to build a “Korean-style soft power” strategy.
Maybe it's time to say: "K-Peace over Soft Power."