It’s been two and a half years since I arrived in Serbia as the Korean ambassador. Before I came I just knew about Serbia, and the Western Balkan region as a whole, through history textbooks and the news.

Lee Jae-woong

To me, the Balkan region was a “terra incognita” perceived as “the powder keg of Europe” in the late 19th and early 20th century or rather recently as the region of civil wars among nationals comprising the former Yugoslavia during the 1990s.

Korean media often overlooks many facets of Serbia, focusing primarily on regional tensions and security issues in their coverage. Public perception of Serbia is largely shaped by figures like tennis star Novak Djokovic or NBA basketball player Nikola Jokic.

Most Koreans are unaware that Nikola Tesla, the renowned scientist and inventor of alternating current electricity whose name is used by an electric car manufacturer, was Serbian. The rich history, cultural diversity, and geographical advantages of the Balkan region have largely gone unnoticed, leaving significant potential for cooperation.

When I arrived in Serbia in December 2021, I immediately fell in love with this beautiful country and its even more beautiful people. Serbia's strategic location between the East and the West, coupled with its rich history of........

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