This paper tries to analyze the communication framework of South Korea’s new public diplomacy in China as well as its audience framework from the perspective of communication effect. It is based on the interviews, exchanges and observations conducted by the research group on October 31, 2013 with public diplomacy officers from the Embassy of Korea in China. It also analyzes the contents of Korean Embassy’s Sina weibo accounts together with the contents from its official website from March 16th 2012 to May 16th 2014. This paper further analyzes the framework of South Korea’s new public diplomacy in China through long-term, middle-term, and short-term dimensions.