South Korea is steeped in tradition and has a drive to embrace international trade. However, despite this enthusiasm UK companies will need to understand the people and their culture to succeed.
People often confuse the Korean language with Chinese or Japanese due to its pictorial nature. However, it isn’t the same. With only 24 characters and a flat, non-tonal intonation unlike Chinese, Korean can be easier to master than other Asian languages.
For those of us who aren’t linguistic experts, South Korea has embraced English and romanised its alphabet. In Seoul, the major business hub of the country, English can be seen and heard in stores and restaurants, in advertising messages and is widely understood, particularly amongst the younger generation.
Studying English is now seen as important, with huge investment by both the public and private sectors in educating both adults and children alike - in fact it is one of the major opportunities for UK firms in the education sector. With the South Korean drive to understand and speak English underway, not being able to speak the language is not a reason for failure in this market.
Business etiquette is another area to appreciate, for some this is not only easy to master but also enjoyable to embrace. South Korean business etiquette is based upon Confucian values, and although the country is very modern and tech-savvy, it is still the defining social philosophy that governs the country. As such Koreans will opt to do things in groups rather than as individuals, and respect seniority and tradition; going out for a meal together and allowing the most senior person to start eating first is considered the norm. This might seem overly complicated to UK businesses who just want to get on with the meeting but it is an essential part of Korean life.
As part of this philosophy there is a strong emphasis placed upon entertaining and being entertained. Many business deals are discussed over a glass of Soju (the traditional Korean alcoholic drink) and drinking competitions are quite common. Drinking is used to build relationships on both a business and personal level and can result in a long term commitment to your company. So expect to be asked personal questions such as marital status, age, and even income, as Koreans like to find something in common to enable a closer relationship to develop.
This noticeable difference between our cultures is recognised by South Koreans - UK companies are generally forgiven for any faux pas. To help you navigate your way through South Korean culture UKTI have produced ten top tips which summarise important points to remember when doing business in South Korea. So don’t be afraid - embrace the culture and enjoy the experience!
Remember South Korean companies are just as keen to do business with you as you are with them, they will respect your efforts to embrace their culture but not demand it. Being understanding and willing, as with any culture, will gain you respect and help you form a long-standing relationship, which is essential to success in South Korea.
Richard Webster
UKTI South Korea
1 comment
Comment by Les Plant posted on
Richard's Understanding Korea, and the supporting Ten Top Tips, encapsulate the essence of doing business in Korea. I was a regular traveller to Korea during my days in private industry and I wish I'd have had this article to hand before I travelled.
It's worth adding, that Koreans never stop negotiating. It doesn't matter if the goods are on the dockside in Korea or you are on route to complete a Service Delivery; they'll continue to press you for better terms. They are ruthless when it comes to gaining a few extra % off the price. I never thought an order was completed until I'd been paid!