By Philippe Li and Pauline Yeung
Introduction: The Olympics as a Means to Put South Korea on the World Map
The 1988 Seoul Olympics was an economic, social, and sports phenomenon that drew the world’s attention to South Korea – a rapidly modernizing nation that had come a long way from being one of the poorest countries in the world. Back then, there was no guarantee that the organization of an international event on Korean soil would not have a precarious outcome and the success of the Seoul Olympics was an achievement that not only took decades to build but also had a lasting effect on the country’s future. In fact, the Seoul Olympics was an all or nothing gamble for South Korea. The Games had to take place without the slightest hitch to put the country in the best light, short of which there was likely to be an indelible and permanent stain.
As a minor power with limited means, it was a way for South Korea to put itself on the world map because – as expensive as the Olympics are – there are few other events that enjoy the equivalent media reach and universal prestige. At that time, many people were unable to locate Korea, regularly placing it in Southeast Asia. Korean culture was either completely unknown or only of interest to a small audience. Indeed, the 1988 Olympics in Seoul can be seen as a colossal public relations operation on a global scale.
While there was some scepticism even a few weeks before the Seoul Olympics, the general if not unanimous mood during and after the Games was highly positive. It is not an exaggeration to say that the success of the Seoul Olympics is a prime example of how the impeccable organization of a mega-event marked South Korea’s arrival as a modern and dynamic nation on the international stage.
In the first part of this article, we will examine the significance of the Seoul Olympics from several different angles – as an unlikely catalyst for the democratic movement, as a means to put behind the painful past in collective memory, as a focal point for economic and social development, and as an opportunity to be a positive force in international sports diplomacy. The second part of the article will focus on insights from Jean-François Lamour, the two-time Olympics gold medallist and former French Minister of Sports who has been a first-hand witness of the soft power of the Olympics from Seoul 1988 to Paris 2024. We conclude with the perspective of French Ambassador for Sports Samuel Ducroquet whose arguments for placing sports at the heart of diplomacy are relevant not only to France and Korea but also to many countries at present and in the future.
Part One: The Seoul Olympics: The Birth of Korean Soft Power
The IOC Decision in 1981: Seoul as a Risky Choice for the 1988 Olympics
South Korea began planning for the Games in earnest in 1981, when the IOC (International Olympic Committee) made the risky choice to pick Seoul rather than Nagoya as the host for the 1988 Summer Olympics, betting on stability in the Korean peninsula and very uncertain prospects of democratization given that Korea was governed by a military dictatorship at that time.
The application presented by Seoul was technically flawless, putting forth the excellence of the organization and the preparations that were going to be put in place. Through its candidacy, Korea also displayed the fruits of its rapid industrialization and economic development, including remarkable strengths in nationwide organizational planning and an outstanding “can do” spirit.
The Korean organizing committee also emphasized the opportunity that the Games represented – not only for the city, but for the whole country – to modernize itself, as well as the significant economic benefits. South Korea aimed to follow the example set by Japan in 1964 when the Tokyo Olympics marked an important milestone in national development.
The Geopolitical Context of the 1988 Olympics
Nevertheless, from a political point of view, there was no evidence that Korea would move away from the dictatorship within the next seven years, and that it would be able to host the Games as a full, legitimate, and respected nation. The Cold War was still raging in the region and the two Koreas were in a situation of open confrontation. The Moscow Olympics in 1980 had been boycotted by the United States and a significant number of countries belonging to the Western bloc, and one could think that the IOC, by proceeding with Seoul as its choice, took the risk of a new boycott, or even of a jeopardized organization, potentially threatened by untimely actions that could come from North Korea. South Korea was in the hands of the military and national defence was a top priority. The dictatorship, despite all its shortcomings, was justified by the regime as a safeguard against North Korea which could resort to terrorist acts to try to sabotage the Olympics. In fact, there were questions on whether a democracy would weaken South Korea’s ability to resist the North.
The Seoul Olympics as a Catalyst for Democracy
In this context, it is noteworthy that the Seoul Olympics accelerated South Korea’s democratic development. In 1980, President Chun Doo Hwan, a former general, had gained power through a Coup d'État supported by a military regime. Initially, there was little to suggest that a democracy movement might succeed in the following years. Yet, when large-scale protests broke out in 1987, it was the imminence of the Seoul Olympics and the fact that Korea was being scrutinized by the entire world that prompted Chun’s regime to respond to protests for democracy. The country could not risk a situation in which the IOC would decide to withdraw the Olympics from Seoul.
The events that unfolded began with the death of a student activist in early 1987. This resulted in nationwide protests because several sources disclosed that he had been tortured when he was detained by the police. A few months later, on June 9, another student was seriously injured and eventually died of his wounds from a tear gas grenade. President Chun then announced on June 10 the choice of Roh Tae Woo as the next President. The cumulative impact of these events was a democratic movement until June 29 which gathered millions of people in huge demonstrations and rallies throughout the country. Apart from students, who had traditionally been active in protests, the movement was also supported by many white-collar workers as well as religious congregations.
Although Chun’s regime initially reacted strongly through arrests and threats to mobilize the army, it was the risk of a fatal blow to Korea should the IOC deem Seoul unfit for the Olympics that those in power decided to stand back. After making a commitment to amend the Constitution and restore certain civil liberties, the regime also allowed the organization of a direct presidential election in December 1987, in which Roe was elected. The Olympics thus became a trigger for Korea to move toward becoming a democracy.
The Seoul Olympics and the Challenges of a Divided Korean Peninsula
It should also be noted that issues related to the divided Korean peninsula featured prominently in the run-up to the Seoul Olympics. At the beginning of 1988, Kim Dae Jung, the main opponent of the Roh regime, had put forward the suggestion that the two Koreas jointly organize the Olympics. In May 1988, 67 organizations, mostly religious, took a public position in favour of Kim Dae Jung's initiative and proposed that a big meeting between students of both Koreas be held in Panmunjom on June 10. The various movements, mainly from students, were in support of the initiative, but the demonstrations were repressed without much magnanimity.
At this time, a religious man, the Reverend Moon Ik Wan managed to go to North Korea accompanied by a delegation to hold discussions with the North Korean regime. As this visit was made without the approval of the South Korean authorities, President Roh decided to form a commission to investigate the conditions under which the reverend and his delegation were able to travel to North Korea. In the end, the reverend was sentenced to five years in prison.
The public was divided. Kim Dae Jung's supporters and those in favour of a policy of opening up the South to the North sided with the initiative and the support movements. On the other hand, a large segment of the population, aware of the importance of the Olympics, felt that the initiative could not practically be implemented in view of the imminence of the Games and the fact that uncontrolled disturbances would not only be harmful to the image of South Korea but could be yet another potential reason that could prompt the IOC to withdraw the organization of the Olympics from South Korea. Such a decision seems unimaginable but could not be totally excluded in the context of the strong tensions and uncertainties which reigned then.
The Seoul Olympics and Relations between Korea and Japan
In relation to Japan, the Seoul Olympics presented an opportunity to put behind the painful past still vivid in the collective memory of South Korea so that it could move forward to a promising future. A prime example of the new mindset was how marathon champion Son Kee Chung was one of the carriers of the Olympic flame in the Jamsil stadium. Son had been gifted with extraordinary athletic qualities since childhood but had been forced to compete under the Japanese name of Kitei Son during the Berlin Olympics in 1936, when South Korea was under Japanese rule. After a difficult two-week journey in Trans-Siberia, Son arrived in Berlin and won a brilliant victory on August 9, 1936, the last day of the Games which had also consecrated the triumph of Jesse Owens. Son set a new Olympic record with a time of 2:29:19:2. Another South Korean athlete, Nam Sung-yong, finished in third position. Nam, too, was forced to compete under the Japanese name of Shoryu Nam.
Although the two Korean athletes ostensibly bowed their heads while the Japanese flag was raised in the stadium, in reporting the victory, the newspaper Donga Ilbo ran the headline “Korean Party in Berlin,” concealing the Japanese flag on Son’s jersey in the photograph that was published. The occupying Japanese authorities decided to react against this; ten people from the newspaper were arrested and eight journalists were imprisoned for 40 days. The newspaper was also banned from publication for nine months.
By choosing Son as the flame bearer, the Korean Olympics Committee restored a historical reality before the whole world. Having said that, it was only in 2011 that the IOC decided to make an official amendment to reflect how Son was in fact South Korean and that he had been forced to compete under a Japanese name.
The Seoul Olympics as a Perfect Success
In the end, the Seoul Olympics turned out to be a perfect success in terms of organization, without the slightest hitch to be reported; the Olympic truce was also respected by North Korea and opponents of the Roh regime. A total of 159 nations and 8,391 athletes participated in these games, including the USSR and all countries of the Eastern bloc. Only Cuba and North Korea boycotted the Games. Seoul had never welcomed so many visitors from abroad in such a short period of time, nor had it been in a position to open up to the outside world in such large numbers. The only incident that will remain in the public memory is the resounding scandal of doping for the runner Ben Johnson in the final of the 100-meter race.
South Korea also used the Games as a lever to modernize the country and launch a massive infrastructure construction program. Many roads, including a circular road around Seoul called Pal Pal (88) were built, and banks along the Han River were developed to accommodate living spaces and recreation. It was also during this time that projects for the construction of new cities on the outskirts of Seoul such as Ulsan and Bundang were launched. In particular, the area of Jamsil was developed as the home to many Olympic facilities such as stadiums and the press centre. The apartments in the Olympic village for athletes were sold to the public after the Olympics and were a sound investment in the real estate market of Seoul.
While some critics argued that the investments devoted to the Seoul Olympics could have been directed elsewhere, and that this was merely an operation meant to divert public opinion from substantial issues, a sense of national unity and pride swept through the nation as the success of the Olympics proved to the Korean people the nation’s capacity for hosting an international mega-event and for achieving a truly historic milestone.
South Korea, which prepared its athletes as never before, also rose to 4th place in the medal ranking. The Korean athletes who won medals were granted life-long pensions by the state. Since the mid-1970s, Korea had had a policy of supporting professional sports, particularly athletes, not only with financial rewards but also the possibility of being exempted from military service for a period of three years for men.
South Korea thus fully achieved its goals through the Seoul Olympics, opening itself to the world and fully leveraging the virtues of sports diplomacy, a powerful form of public diplomacy that it would never cease to make use of in the years that followed.
Part Two: The Path from Seoul 1988 to Paris 2024 as Witnessed by Fencing Legend and Two-Time Olympics Gold Medallist Jean-François Lamour
Lamour as a Witness to the Beginnings of Korean Soft Power
One man who witnessed first-hand the extraordinary development of South Korea, often called the miracle on the Han River, is French fencing legend Jean-François Lamour, a two-time Olympics gold medallist who also carried the French flag at the opening ceremony of the Barcelona Olympics.
When Lamour visited South Korea for the first time in 1987, it was the beginning of his discovery of a proud nation which leveraged the 1988 Seoul Olympics to cross new paths in the global arena with a new form of soft power. In this trip to Seoul with the French fencing team, which took place a year before the Olympics, Lamour witnessed a dynamic and welcoming city that was preparing for the Games with great strength.
During this visit, Lamour also became aware of the division of the Korean peninsula as he visited a traditional village between Seoul and the border with North Korea. At that time, Lamour explains, it was almost obligatory for foreigners to make a visit to the border. Lamour thus learned about the history of Korea with interest.
At the actual Games in 1988, Lamour won his second gold in sabre, having won his first in Los Angeles in 1984. Apart from this fond memory, Lamour still remembers with emotion the superb capabilities of South Korea in organizing the Olympics and the huge efforts made by the entire country.
Lamour’s Ties to South Korea as an Athlete and Minister
Beyond the Olympics, Lamour was also actively engaged in friendly matches with the Korean fencing team, which was initially not very experienced in the sport. According to Lamour, the Korean team learned as quickly as possible to get better, and today they are among the strongest nations in fencing. These athlete-to-athlete exchanges are a perfect example of strong ties between France and South Korea.
Lamour returned to South Korea in 2002 when he was serving as Minister for Sports in France. He remarks how relations between Korea and Japan showed signs of warming by then, fourteen years after the Seoul Olympics, when the two East Asian countries co-hosted the World Cup. While it was a disappointment that the French national football team was defeated in the first round of the World Cup, Lamour remarks that one of the principles of sport is to bring people together and it was a very good idea on the part of the International Football Federation to have Korea and Japan co-organize the World Cup.
In December 2023, J. F. Lamour visited Seoul again; he took this opportunity to make a pilgrim visit to the stadium located in the Seoul Olympic Park where he was crowned champion in 1988.
Lamour’s Role Today in the Paris Olympics
Today, Lamour is a business advisor and Vice President at French enterprise Ovalto, which owns the Racing Club de France rugby team and the Paris la Défense Arena, the venue for the swimming and water polo matches for the 2024 Paris Olympics. The initiative will save €60 million for the organizing committee and is overseen by Lamour, who explains that there is also a social dimension to the arrangements, “we are going to install two temporary swimming pools of 50 by 25 meters, one for the competition and the other for the warm-up, which will be placed on the field, with a capacity of 16,000 seats…What you need to know is that the two pools that will be installed on our site will then be dismantled and rebuilt after the Olympic and Paralympic Games in Seine-Saint-Denis to teach thousands of children to swim."
Lamour also notes that South Korea today is known for its large companies like Samsung and Hyundai and that their products are very popular because they are known for their high quality. Korean companies are at the cutting edge in new technologies and South Korea has a very powerful base for industrial production and research and development. In fact, France looks at South Korea as an example of how to attract companies to France so that they can once again have a strong industrial fabric.
Lamour believes that another area in which Korea is very successful is popular culture like K-pop which is one of the very positive elements of Korean soft power. The Paris La Défense Arena has already hosted two K-pop concerts, both of which have been an incredible success and are very much appreciated by young people in France.
Conclusion: The Soft Power of Sports in Korea, France, and Globally
Indeed, in South Korea today corporate and cultural diplomacy complement sports diplomacy, in the same manner that it does in France. In a keynote speech at Sciences Po in July 2024, Samuel Ducroquet, Ambassador for Sports at the French Ministry for Europe and Foreign Affairs, argued eloquently about the merits of placing sports at the heart of foreign policy, in the same way the promotion of business and culture has always been a strategic priority for diplomats around the world.
Ducroquet notes that there are multiple ways in which sports can be an avenue to exert influence on the global stage. In government-to-government diplomacy, there are opportunities for individual countries to share knowledge and experiences with other countries that are interested in hosting mega-events in sports, not only in terms of infrastructure but also in the domains of governance and performance.
In people-to-people diplomacy, there is vast potential to capitalize on the tangible impact of the incredible talents in the field of sports, where athletes like Korean footballer Son Heung-min are influencers who speak to the hearts and minds of sports fan around the world, which can be powerful especially in reaching out to the younger generation. The timing of sports matches of clubs that are global brands themselves because of their widespread popularity can also be adjusted so that they take place during a timeslot when fans in a particular region can easily view the competition.
Even in the traditional domains of economic diplomacy, an invitation to a sports game can be a good idea to spend time with the president of a private enterprise in place of the opera or a classical music concert. Sports is also a horizontal dimension that can be added to existing cultural events, where a sports element can be added to a film festival to make it a sports film festival, or to a Night of Ideas to host philosophers and scientists for discussions that are related to sportsmanship or the science and technology behind sports.
All in all, 36 years after the Seoul Olympics, which was in many ways the coming-of-age era for South Korea, the country is now an economic powerhouse with a diplomatic toolkit that exerts enviable influence through cultural icons like BTS and Parasite and through its strengths in sports like golf, football, and taekwondo. As much as South Korea will participate in the 2024 Paris Olympics as a country recognized for drawing attraction and admiration, we owe it to ourselves and to our future generations to remember that it was the 1988 Olympics in Seoul that was the defining moment in Korean history when the nation first witnessed the birth of Korean soft power.
About the Authors
Philippe Li
Philippe Li (이준), a citizen of France and Korea, is the President of KEY (Korea Europe & You). He is a lawyer at the Paris Bar and at Kim&Chang (the premier law firm in Korea). He mainly works in M&A and corporate matters, but also in restructuring and dispute matters in various sectors (aerospace and defense, automotive, chemical, construction and infrastructure…).
Pauline Yeung
Fluent in English, Cantonese, Mandarin, Korean, and Japanese, Pauline Yeung is an Asia 21 Next Generation Fellow at Asia Society, Delegate to the Australia-China Youth Dialogue, Fellow at Salzburg Global Seminar, Author at the Hong Kong University Business School Asia Case Research Centre, and Vice Chairman of the Steering Committee for the Establishment of the Korean Club of Hong Kong. She holds an A.B. from Princeton University, an M.A. from Central Saint Martins, and is currently learning French.
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