Based on the concept of cultural identities and country brand, this study explores the impact of media uses on cultural identity of residents in Korea. Using foreign residents in Korea as a sample, this study modeled the relationships among media uses, ethnic identity, acculturation, and attitudes toward Korea. The results show that media uses influenced ethnic identity positively, and that ethnic identity has negative relationships with acculturation. Ultimately, acculturation is linked to attitudes toward Korea positively. The findings of this study provide valuable insights to academicians and practitioners in terms of media effects and country branding.