The government has adopted "Creative Korea" as its new slogan to promote the nation's brand image overseas. 

The Ministry of Culture, Sports and Tourism on Monday announced the motto, replacing “Dynamic Korea” which had been used since the 2002 Korea-Japan World Cup.

The ministry explained that it selected the new slogan based on public polls and big data analysis, which boiled down the keywords to identify South Korea to "creativity," "passion" and "harmony."

A nation’s brand refers to a comprehensive image associated with the country’s tangible and intangible values, such as the levels of recognition, preference and credibility it receives.
 
The motif for the logo of the new brand was borrowed from the national flag taegeukki. 

The government will launch an ad campaign through foreign media outlets, featuring actor Song Joong-ki and actress Song Hye-kyo of KBS' mega-hit TV series "Descendants of the Sun" and world Go champion Lee Se-dol, among others.