The Soft Power Initiative is a dedicated working group within KEY that analyzes soft power from a business case angle. The working group explores the factors driving the rise of Korean soft power, examining the innovative K-culture diffusion method, the uniqueness of cultural content, and the integration of soft power strategies into larger national strategies. The working group includes a pool of experts and opinion leaders who contribute their insights and perspectives through discussions, workshops, and conferences. KEY coordinates these activities to provide advisory services to institutions and corporations seeking to optimize their impact in Europe or Korea.