“…This brought South Korean citizens to more confidence in expressing their national identity, and made them feel more proud of being a Korean. 68 At this juncture, having experienced the delivery of the two top-tier global sporting events which were the 1988 Summer Olympics and the 2002 FIFA World Cup finals, government officials began to articulate the view that it is beneficial for the country to host the Winter Olympics, which is arguably the third largest sporting event with a unique cultural value as mentioned earlier.…”