E-SPORTS AS A TOOL OF SOUTH KOREA'S SOFT POWER

Abstract

The article examines the role of e-sports as a tool of South Korea's soft power. It shows how e-sports has evolved from a hobby into a part of national culture and contributes to the development of tourism. Special attention is paid to the recognition of e-sports at the state level and its integration into sports diplomacy. The study analyzes the country's transition from cultural influence to participation in shaping international standards. It is concluded that e-sports strengthens South Korea's international image and its position in the digital era.