The purpose of this study is to investigate the effects of the cultural contents on multidimensional country image and brand attitude. This study examines how the attitude towards Japanese cultural contents which consist of preferences and experiences affect the Japanese multidimensional country image - economic, cultural, people and general product image - and brand attitude in Korea, related to national branding strategy and corporate global marketing strategy. As result, it was founded that preferences on cultural contents have positive effects on cultural country image, and experiences have different effects on country image by film and drama. And all of the 4-multidimensional country images affect brand attitude positively, with the great influence of cultural image and people image. The implications of this study are as follows. First, the cultural image related with cultural contents could intensify effectiveness of national branding strategy and corporate global marketing activity. Second, it is supposed to establish differential national branding strategy and global marketing strategy so as to improve national cultural and people image and to overcome stereotyped Korean corporate global marketing (Korean-wave starmarketing), because there are differences by contents types in country image.
Key words: Cultural contents, Brand attitude, Country Image, National branding strategy, Global Marketing