Abstract

The primary objective of this article is to explore how three East Asian countries employ the concept of unity in the branding and marketing of Olympic events. The study provides insights into how nations leverage the theme of unity within the Olympic context, examining its implications for international image-building and global influence amid increasing globalization. To conduct this analysis, 11,364 tweets published during three Olympic events in East Asia from 2018 to 2022 were collected. The study focused on posts from Twitter (one of the main channels for public diplomacy) published a month before, during the event itself, and one month after. MAXQDA software employed mixed methods—mainly content analysis and comparative analysis. Using Beacom’s division of diplomacy through the Olympic Games and diplomacy of the Olympics, the analysis examined tweets from the official host countries’ accounts (@Pyeongchang2018, @tokyo2020, @beijing2022), as well as the International Olympic Committee’s (IOC) (@Olympics). Only thirty-three tweets directly mentioned unity, indicating it was not a primary theme in the official narratives of the host countries or the IOC. However, this limited number of references allowed for a qualitative and in-depth examination of the content. The analysis revealed varied interpretations and strategic uses of the concept by the East Asian hosts. Despite the few explicit mentions, the study provides valuable insights into how unity is embedded in the branding strategies of these Olympic events, highlighting the nuanced approaches these countries employ to shape their international image and influence.