Pyeongchang Games: South Korea's billboard to the world

THE Winter Olympics started last Friday with a grand opening ceremony in Pyeongchang. At a time of geopolitical turbulence in the peninsula, the Games offer an opportunity for South Korea to present a positive image to the world enabling a brand makeover for the country.

A key goal will be to present a vision to the world of a modern, vibrant, stable democracy that is a prime destination for future investment and tourism. And with billions watching, the nation can capitalise on a first class opportunity to showcase its credentials after a troubled 2017 which saw tensions rise - sometimes dramatically - with the North.

While the nuclear standoff on the peninsula remains, the Olympics have already brought about a highly unexpected geopolitical dividend. That is, at least temporarily, relations between North and South have improved and - remarkably - the two sides have entered a number of joint teams at the Games.