Noona: A Public Diplomacy Initiative Between Sudan and Korea
Noona is a public diplomacy initiative designed to promote cross-cultural exchange between Sudan and Korea. Created as a cultural persona and a digital platform, Noona connects both nations through art, language, and community-based collaboration. The project positions culture as a strategic tool for building long-term understanding and cooperation.
Challenge
Despite growing mutual interest between Sudan and Korea, structured avenues for cultural communication and collaboration were limited. There was a need for a relatable, human-centered initiative to represent and connect both communities in a creative and accessible way.
Noona was created as both a persona and a platform. A relatable character representing the bridge between Sudan and Korea.
Key actions included:
Language & Education: Managed a fund and a national call-to-action to increase participation in the TOPIK (Test of Proficiency in Korean) exam in Sudan (2020).
Cultural Events: Hosted and supported community events at the Korean Corner, including influencer meet-and-greets, pop-up sales, and thematic activations.
Institutional Collaboration: Co-organized and promoted official events such as Beautiful Minds and SKFA, aligning grassroots and institutional efforts.
Community Endorsement: Promoted and endorsed independent initiatives led by Korean culture enthusiasts to strengthen inclusivity and visibility.
Artistic Exchange: Facilitated creative collaborations under the Beautiful Minds program, connecting Sudanese and Korean artists.
Academic Liaison: Coordinated Korean language and TOPIK prep courses to bridge learners with qualified instructors.
All activities were amplified through digital channels, especially Facebook and Whatsapp groups, to extend reach during pandemic restrictions and beyond.
Outcome / Learnings
Concrete Achievements
Increased awareness and participation in Korean language education in Sudan.
Established the first cohesive platform for Sudan–Korea cultural exchange.
Strengthened visibility of both grassroots and official cultural initiatives.
Introduced a hybrid model of public diplomacy that balanced institutional collaboration with community ownership.
Impact
Noona transformed cultural curiosity into structured engagement. What began as dispersed interest became an identifiable ecosystem — connecting artists, learners, influencers, and institutions. The project humanized public diplomacy, making it conversational, inclusive, and youth-driven.
Strategic Learnings
Public diplomacy succeeds when it’s personal, not bureaucratic.
Small-scale, consistent actions create stronger cultural bonds than one-off campaigns.
Visibility and participation thrive when people see themselves represented. Culturally, linguistically, and visually.
The blend of grassroots authenticity with institutional legitimacy builds credibility and reach.