The webinar aims to present the results of our project carried out in partnership with the Korea Foundation on South Korean Soft Power in Latin America, in general, and in Brazil, in particular. To this end, the researcher of the project led by FGV IIU, Leonardo Neves, invites the specialist Misook Park (Korea Institute for International Economic Policy – KIEP) to talk about the sophisticated influence and foreign policy strategies employed by different South Korean actors (government, diplomacy, companies, media, etc.). Thus, the debate will address the growing popularity of South Korean culture in Latin America and Brazil through the consumption of K-pop, K-drama, K-beauty, games, food products, technology, etc., as well as its social, geopolitical and economic effects.