Crafting a Brand from Tradition: An Innovative Public Diplomacy Strategy for the Organization of Turkic States

Abstract

This paper explores the potential of the Organization of Turkic States (OTS) in leveraging Public Diplomacy to bolster its international stature, proposing the development of a unique brand, “Yurt Yeli.” Drawing parallels with South Korea’s successful Hallyu (Korean Wave) initiative, the paper suggests that the OTS can similarly utilize Yurt Yeli to harness the power of Public Diplomacy. The analysis begins with an in-depth look at Hallyu, providing a framework for understanding its effectiveness in public diplomacy. It then delves into the conceptualization and potential implementation of Yurt Yeli, tailored to resonate with the Turkic World’s unique cultural heritage and values. Given the OTS’s role as a representative of the Turkic World on the global stage, the paper underscores its vast potential in employing Public Diplomacy strategies to enhance its international visibility and influence. The comparison between Hallyu and the proposed Yurt Yeli offers insights into how cultural elements can be transformed into powerful tools for diplomatic engagement and global presence enhancement.