Abstract
The article examines external factors influencing the digitalization of cultural heritage in South Korea using the PEST analysis model (political, economic, social and technological aspects). The study is based on the analysis of scientific literature, official documents, as well as programs and initiatives implemented by government and cultural institutions. The scientific novelty of the work lies in a comprehensive assessment of the digitalization of cultural heritage in the national context using the PEST approach, which allows for a systematic understanding of the influence of the external environment on the development of this area. The study found that the main conditions for successful digitalization are government support, economic stability, a high level of digital literacy and the active implementation of virtual and augmented reality technologies, as well as artificial intelligence. The practical significance of the work lies in the formulation of recommendations for developers of digital projects, as well as for the formation of effective public policy in the field of digitalization of cultural heritage. In conclusion, the need to coordinate the efforts of various sectors of society to create a sustainable digital ecosystem in the field of culture is emphasized.