South Korean government has appointed Indian Bollywood star Shah Rukh Khan as its
‘Goodwill Ambassador for Public Diplomacy’ on April 11, 2014. At a function in
Gurgaon near New Delhi he was conferred the post.
Korean government had initiated the public diplomacy agenda ‘The Goodwill
Ambassador for Public Diplomacy’ in 2012 based on the importance of the public
diplomacy in the global times. In the span of the last two years movie stars
from Indonesia, Bangladesh and Brunei were conferred this post.
Rukh Khan is not only Bollywood’s iconic star but is known in the automotive industry
for his role in promoting Hyundai Motor India’s Santro car when it was first introduced
in the country many years back. He was the brand ambassador for the company and
his endorsement did wonders to the sale of the Hyundai small car. Later he
endorsed several car models for Hyundai Motor India.
the role of the Goodwill Ambassador is interesting as the person is entitled to
enjoy the privilege of honour as Goodwill Ambassador and has a chance to visit
Korea by the invitation of the Korean Government once during his two years tenure.
Ambassador also plays a constructive role in enhancing the friendship and
bilateral relations between Korea and India by attending important events such
as National Day Reception, etc. At the
event held in Gurgaon, several officials of the Korean Embassy, along with
Indian government officials from the Ministry of External Affairs and Indian Council
for Cultural Relations were present.
Shin Seo, Managing Director of Hyundai Motor India gave a congratulatory
message while the Korean envoy to India Joongyu Lee spoke during the occasion.
of Shah Rukh Khan along with Bo Shin Seo(L) and Joongyu Lee.
Picture by Mohd. Nasir