Department of Foreign Affairs & Trade (DFAT) – Korean Engagement Program

Background

The Australia Korea Foundation runs a grants program to showcase Korean culture in Australia and increase Australia’s capacity to engage with Korea and their diaspora in Australia. A grant was secured and the program was named ‘Building Australia-Korea Relations through Football’ and involved leveraging the AFC Champions League matches in Australia in Sydney, Melbourne and Brisbane.

Challenge

To create a series of community engagement activities to promote Korean culture to Australia at AFC Champions League matches. A second component was the creation of two documentaries; one documenting the journey of two Korean Australians attempting to play in the Hyundai A-League and the second was to document the journey of the Korean Australian Allstars teams’ trip to South Korea to play in the World Korean Games.

Brief

To work with Western Sydney Wanderers, Melbourne Victory and Brisbane Roar A-League Clubs to run a series of community events with the Korean community culminating in Korean themed entertainment and community leader engagement at ACL matches. Script, shoot and edit two documentaries.

Key outputs/outcomes

Over 15,000 Korean fans attended 3 x matches, and 150 Korean community, business and trade leaders were engaged in functions. Fifteen Korean entertainers and cultural acts facilitated by the Korean Cultural Office performed at matches including Korean Australian X-Factor Winner Dami Im performing at the Western Sydney Wanderers v Ulsan Hyundai game. Documentaries were screened at the Australian Football Film Festival. Over 80,000 of the Korean Australian community were reached through PR and media campaign prior to and post the event.