South Korea’s rise in soft power, driven by the global surge of its popular culture, has garnered significant attention both in Korea and worldwide. Ko Sang-goo, president of the World Assembly of Korean Associations, seeks to highlight the often-overlooked role of the Korean diaspora -- the approximately 7.3 million Koreans or individuals of Korean descent living abroad who, through their everyday lives and hard work, have quietly contributed to the mother country's growing global recognition.

"The global popularity of Korean music, dramas, films, fashion, food and other aspects of Korean culture is largely the result of the hard work and talent of Korean artists and businesses. However, we must not overlook the role of overseas Koreans," said Ko in an interview in Seoul. He has been leading WAKA since October last year.

"As expatriates, they have worked diligently, gaining the recognition of local communities, which has transformed the way foreigners perceive Korea. I believe they have made significant contributions to public diplomacy and have effectively served as cultural ambassadors."

The Korean diaspora remains deeply connected through a shared national spirit, he said, with approximately 500 overseas Korean groups operating across 10 regions, including Asia, the Americas and Europe.

WAKA, founded in 2021, aims to serve as a global platform for the "mutual development of Koreans at home and abroad, as well as the broader welfare of humanity."

Under this vision, the non-profit organization has published guidebooks to help overseas Korean associations expand their public diplomacy activities, hosted related seminars, and organized educational events to promote the Korean language.

Additionally, it has been at the forefront of protecting their interests by advocating for the expansion of their voting rights. WAKA's headquarters is located near Seolleung Station in Gangnam District, Seoul.

Ko, who took office as WAKA's second president on Oct. 4 last year, resides in Vietnam and embodies the success story of overseas Koreans.

He is the founder and chairman of K-Market, a major food distribution company in Vietnam with over 150 stores across the Southeast Asian nation and annual sales exceeding 100 billion won ($68.8 million).

His business journey in Vietnam began in 2002, when he invested 2.3 billion won in a local department store in Hanoi, during his first year in the Southeast Asian country. He described the investment as a complete failure.

"The department store closed after just six months as it was ill-suited for Hanoi, where traditional markets better matched the economic status of the local population at the time," Ko said.

Despite the failure, Ko didn't give up. With the 300 million won he earned from the store's clearance sale, he tried a new business model -- ginseng. It was one of the few Korean products that had sold relatively well during his initial venture.

In 2003, he opened a ginseng shop named Star Korea, which turned out to be a huge success as an increasing number of Korean construction workers visiting Hanoi bought ginseng liquor in bulk as gifts for Vietnamese officials.

His business gained further momentum after introducing suits he imported from Korea. The suits flew off the shelves as many foreign diplomats and business leaders began visiting Vietnam following its economic opening, which boosted the influx of foreign investment, he explained.

"Failure is a stepping stone to success. After a lot of trial and error, I gained valuable lessons and know-how."

Ko's K-Market has been listed among Vietnam’s top 100 companies, selected by Forbes Vietnam and global consultancy Brand Finance, for five consecutive years since 2017.

The successful Korean entrepreneur expressed his pride and sense of duty not only as a business leader but also as a representative of overseas Korean groups.

Stressing that there are still many small countries where Korean associations are not yet part of WAKA, Ko said, "When disaster, crisis, disease or war strikes a country, there may be Koreans who are left without protection. One of the main initiatives this year is to grow into a global platform that identifies and supports overseas Koreans that the government may not be aware of."

Building a strong Korean identity among young overseas Koreans is the organization's most important long-term goal, according to Ko.

"The Korean diaspora community is also aging. We must encourage young overseas Koreans to take the lead in their communities and uphold their pride as Koreans. It is essential to develop diverse educational programs for them," he explained.

WAKA seeks to collaborate with the Office of Overseas Koreans on several of its key initiatives. Launched in 2023 under the Ministry of Foreign Affairs, the government agency aims to enhance policies and services for overseas Koreans.

Urging the government to recognize overseas Koreans as a more valuable national asset, the WAKA president expressed regret over the lack of government funding for projects to support the overseas Korean community.

"The (annual) budget for the Office of Overseas Koreans is just over 100 billion won, which is far from sufficient. Of the 7.3 million overseas Koreans, over 1.9 million have voting rights. North Gyeongsang Province, with a population of around 2.4 to 2.5 million, has a budget exceeding 13 trillion won. There is no organization that manages a network of 7.3 million people with a budget of just 100 billion won," he said.

"The cultural and economic infrastructure built by overseas Koreans holds immense value, something the government could never replicate. The government must recognize that Korean culture is more respected abroad because overseas Koreans have earned recognition in their communities."