[Fenomena “Korean Wave” yang dibantu oleh praktek PR pemerintah merubahpersepsi khalayak akan Korea sebagai negara dan tempat wisata. Denganpendekatan kualitatif dan paradigm constructivism, studi ini memberikangambaran peran budaya populer Korea Selatan/ hallyu (terutama drama televisi)dalam citra negara. E-ELM menunjukkan bahwa narasi dan karakter pada dramasebagai bentuk Entertainment Education dapat membentuk citra negara KoreaSelatan. Hallyu juga menghasilkan star system yang memperkuat persuasipemerintah dalam menciptakan understanding, trust, dan favorable image., The worldwide “Korean Wave” phenomena fuelled by PR practices by thegovernment has changed people’s perceptions of and intention to visit SouthKorea. Using qualitative approach and constructivism paradigm, the purpose ofthis paper is to picture the role of Korean popular culture/ hallyu (especially TVdrama) in the country image. Applying E-ELM, this study found that narrativesand character in TV drama, as a form of Entertainment Education, affect viewer’sdrama preferences and curiosity regarding South Korea. Hallyu also creates starsystem, which helps government’s effort of persuading worldwide viewers to gainunderstanding, trust, and favorable image.]