Public diplomacy is relatively a new concept in the field of international relations. Public diplomacy’s meaning and scope is still being contested, yet many experts –both practitioners and academics- share the view that the role non-state actors can play has become vital for effective public diplomacy. Nevertheless, non-state actors’ networking capability and credibility with target audiences of public diplomacy is not utilized enough. Korea is one of the countries that have realized not only the importance of new trends in public diplomacy, but also advantages of cooperation with non-state actors to conduct more effective public diplomacy. This article analyzes non-state actors’ role in South Korea’s public diplomacy and suggests ways to exploit unrealized potential more effectively.