In brief

• 88% of respondents say they are familiar with Luxembourg, of whom 79% consider their knowledge to be average to high
• Among those who are familiar with the country, 19% have already visited Luxembourg, mainly for tourism (77%), followed by professional reasons (42%) and private reasons (visiting a friend or family member, 22%)

Spontaneous associations

The main spontaneous associations mentioned by respondents are:

• The song “Luxemburg” by a South Korean group (22%)
• Europe (16%)
• Benelux (15%)

In terms of image

Overall, South Koreans’ assessment of Luxembourg is less positive than that observed in other countries.

• Functional dimension: respondents rate Luxembourg most positively in terms of its attractiveness as a place to work, as well as the competence of its government
• Normative dimension: Luxembourg is perceived as a country committed to sustainable development and the preservation of peace
• Cultural dimension: Luxembourg is recognised for the richness of its history and traditions
• Natural dimension: the country is perceived as having unspoilt nature
• Emotional dimension: 63% of South Koreans consider Luxembourg to be a fascinating country

Behavioural factors

• 62% of respondents would like to visit Luxembourg one day
• 42% would like to live and work in Luxembourg
• 38% would like to purchase Luxembourgish products or services
• 51% state that they intend to speak positively about Luxembourg

Implications

• It is important to increase awareness of Luxembourg and provide a deeper understanding of the country
• In particular, Luxembourg’s image should be enhanced by focusing on the natural dimension (landscapes aso), which receives the highest rating and represents the most powerful image driver