<p>This article examines how international events are institutionally framed as instruments of city-level public diplomacy. While existing research has explored city diplomacy, place branding, and international events, less attention has been paid to the institutional mechanisms through which event-based public diplomacy is structured, particularly in non-Western contexts. Adopting an institutional perspective on city public diplomacy, the study analyses publicly available bidding frameworks, national bidding support manuals, and official city-level strategic documents related to international events in the Republic of Korea. Using qualitative document analysis and thematic analysis, the article identifies three recurring diplomatic logics: capacity-oriented, value-oriented, and network-oriented public diplomacy. These logics show how event-related policy texts frame hosting not simply as a promotional opportunity, but as a means through which cities may demonstrate governance competence, articulate normative commitments, and build transnational relationships. By foregrounding institutional texts rather than post-event outcomes, the study suggests that international events may function as institutionalised platforms for city public diplomacy and contributes to place branding and public diplomacy scholarship in a non-Western governance context.</p>