[Wang Son-taek] Winners in the world cup of public diplomacy

As the 2026 World Cup came to an end, attention naturally turned to the trophy winners.

Yet another competition unfolded alongside the matches.

It is the competition for public diplomacy.

For nearly six weeks, billions of viewers observed not only athletic skill but also sportsmanship, supporters' culture and the stories behind each team.

Every match became an opportunity to shape international perceptions.

Some teams displayed extraordinary skill, while others inspired admiration through courag ...