Business culture in South

Korea

Bica Emanuel
AATCS
 Business Mentality
 Korean culture is profoundly influenced by
Confucian principles. Confucianism supports group
harmony, respect for elders and authority, the
importance of family, friendship and ancestors and,
also, tradition. Maintaining their “kibun” (face,
honour, personal dignity) is generally highly
important for Koreans.
 Punctuality is essential as arriving on time is a sign
of respect. Meetings should be scheduled a few
weeks in advance preferably between 10 AM-12 PM
or 2 PM-4 PM.
 Greetings
 A 15º bow is used when meeting someone of the
same age while a 30-45º bow is preferred when
meeting someone new, a boss or an elderly person.
If a superior (in age or status) initiates a
handshake, take it with both hands without
stadning straight.
 It is usual to address a counterpart by his surname
followed by his title and “Nim”, as for example
“Kim Director Nim”. Koreans usually use titles,
rather than personal names. At work, co-workers
are addressed with a combination of title and
family name
 The art of business cards
 The exchange of business cards is an essential part
of initial meetings. It allows Koreans to quickly
determine their counterpart’s all-important position,
title and rank. Cards should be presented and
accepted with both hands, as well as read and
studied with respect before being placed on the
table.
 Meetings Management
 Before talking business, it is common to have small talk
to build trust. You should expect to be asked about your
family and personal life in your first meeting. It is
recommended to send proposals, company brochures
and marketing materials in both Korean and English
before the meeting.
 You should avoid excessive text, opting instead for
visually engaging and high-quality graphics. Emphasise
competitor analysis. It is advised to spend no more than
10 minutes in your presentation and leave the remaining
time for discussion.
 Body Language
 Do not grab your host’s hand when first meeting and
give it a hearty shake – many Japanese seldom shake
hands and can be so uncomfortable doing so as to avoid
meeting again!
 Do not use large hand gestures, unusual facial
expressions or dramatic movements. The Japanese do
not talk with their hands. Never pat a Japanese man on
the back or shoulder.
 Laughter will normally indicate embarrassment or
distress, rather than amusement.
 The “OK” sign (thumb and forefinger shaped like an
“O”) means ‘money’ in Japan.
 Business dress code
 The Korean business dress code is formal: dark suit,
white shirt and dark tie for men and suits, dresses or
skirts for women. Also, it is quite regular to take off the
shoes (at home, at a restaurant, etc.) meaning you must
have clean, conservative socks.
 Meal etiquette
 A great deal of relationship building takes place in bars and
restaurants. Always accept dinner invitations as this is the
Korean’s opportunity to assess your trustworthiness and
whether they wish to conduct business with you.
 Koreans generally prefer to concentrate on their food while
eating, and to talk after the meal is finished over coffee or tea
 Although chopsticks are the most predominantly used utensils
(as well as spoons for soups and noodles), you may ask for
forks or knives when dining in larger cities
 Never pick up any food with your fingers. Fruit is eaten in
slices with forks.
 Gifts
 In Korea, the importance of a relationship can be expressed
through gift giving which is always welcomed. Gifts should always
be wrapped nicely in red or yellow paper, as these are royal
colours. Alternatively, you can use colours that represent
happiness: green or pink. If you’re invited to a Korean’s home then
you should take gifts such as fruit, good quality chocolates or
flowers and present the gift with two hands.
 Before accepting a present, it is polite to modestly refuse it twice
before finally accepting.
 Bibliography:
 https://asialinkbusiness.com.au/republic-of-
korea/conducting-business-in-korea/korean-
business-culture-and-
etiquette?doNothing=1&fbclid=IwAR2LOqrFGVb
5WyvzItHMRnw6al9pTUyCWWphDYUwKrbwt9
bnS8QZ86JaSAghttps://www.worldbusinessculture
.com/country-profiles/japan/culture/
 https://santandertrade.com/en/portal/establish-
overseas/south-korea/business-practices
Thank you for your
attention!