Aguirre, Daniel2019-08-062019-08-062019Place Branding and Public Diplomacy, 2019, 30 p.http://hdl.handle.net/11447/2561https://doi.org/10.1057/s4125ABSTRACT From 2008-2013 Peru and Chile were entangled in a maritime dispute presented and argued at the International Court of Justice in The Hague (ICJ). While the most visible stages of the case at the ICJ took place during 2012/2013 and ended with a favourable judgment towards Peru's arguments, both countries became increasingly amicable in several other areas of common interest. Moreover, lately both countries have become much more economically interdependent on one another, which can partially explicate a constructive approach towards improving relations. This paper will present evidence that potentially explains change in rival relationships utilizing theoretical frameworks that relate to nation branding and to public diplomacy. Furthermore, it argues that societal-level engagement via the Peruvian diaspora arguably contributed to the improvement in Peruvian-Chilean relations. By means of interviews with of relevant agents, analysis of media and secondary data, it will describe how Chilean society became receptive to Peru's charm offensive.30 p.enPublic diplomacyPerúChileMediaMigrationDiaspora  Article