The Lee Myung-Bak administration, which was launched in February 2008, designated “expansion of contribution diplomacy” as a core task of “Global Korea,” which is one of the 5 major national goals of the government. According to the poll carried out by the Presidential Council of National Branding, 48.4% respondents (gave more than one answer)  cited “standoff with North Korea” and 44.1% mentioned “insufficient contribution to the international community” as the reasons why Korea’s national brand is undervalued. As for the ways to enhance Korea’s national brand, 29.7% of them said “improving tourism environment” and 9.8% mentioned “expansion of contribution to international society.”