An In-depth Guide to Thriving in South Korea's Business Landscape



8/8/20234 min read

An In-depth Guide to Thriving in South Korea's Business Landscape
An In-depth Guide to Thriving in South Korea's Business Landscape

South Korea, with its $2 trillion GDP, is one of the most developed and highly industrialized nations in the world. Its technological advancements and trade agreements with major global players make it a coveted destination for international business expansion. This article provides key insights into the South Korean business environment, cultural expectations, and the advantages of doing business in this East Asian powerhouse.

Business Opportunities in South Korea and Key Facts

South Korea offers a wide range of market opportunities, especially in sectors like electronics, telecommunications, vehicle manufacturing, steel, shipbuilding, and chemicals. The country emphasizes innovation, education, and research and development, providing access to a highly-skilled workforce.

South Korea is a presidential republic, consisting of eight provinces, a self-governing special province (Jeju), the capital city of Seoul, six metropolitan cities, and an autonomous metropolitan city, Sejong. The official language is Korean, but English is widely spoken by the urban workforce. The country's currency is the South Korean Won, and it boasts the world's most virtually connected population, with about 92% of its citizens having internet access.

Business Practices in South Korea

Before delving into business discussions, it is common to engage in small talk to build rapport. Proposals, company brochures, and marketing materials should ideally be presented in both Korean and English. Koreans view contracts as a starting point rather than the final state of a business agreement, preferring flexible contracts that allow for adjustments.

Modesty and humility are highly valued. A low, deep bow at the end of a meeting indicates success, while a quick, short parting bow could express dissatisfaction. It is important to avoid contradicting someone in public and to formulate opposing views as smoothly as possible. Dominating a conversation, especially if the other party is not fluent in English, is discouraged.

South Korea Business Culture: What is Kibun?

In South Korea, the concept of "Kibun" or "face" is deeply ingrained in the society. Kibun is a term that encompasses a person's pride, feelings, mood, and overall state of mind. It is a concept that is closely tied to respect and dignity. South Koreans strive for harmony in their business and personal relationships, and to prevent loss of face, they often avoid confrontation or will tell others what they want to hear rather than tackle issues head-on. For example, rather than saying “no”, they might say “I’ll try.” This allows both the person making the request and the person turning it down to save face and maintain harmony in the relationship. It is crucial to be respectful and mindful of Kibun in all interactions.

Drinking Culture
Drinking Culture
South Korea Business Culture: Drinking Culture

Drinking is also a significant part of South Korean business etiquette. South Korea has one of the highest rates of alcohol consumption in the world, and men are expected to partake in the country's drinking culture. Serious drinking is done at night and is often a drawn-out affair demonstrating prowess and stamina. Often, key commercial information is revealed at the very end of a drinking session, so one needs to be alert enough to catch the message. However, health consciousness has supplanted heavy drinking with other pursuits, but eating and drinking remain important parts of relationship building, particularly among the over-50 age group.

South Korea Business Culture: Hierarchy

Hierarchy is another important concept in South Korean business. All South Korean relationships are hierarchical. The individual in the ‘superior’ position is treated with respect while the ‘junior’ is subservient. Age, position in the company, education, and marital status all determine one’s ‘rank’ in society. Westerners are often surprised that they are asked very specific and even personal questions when they first meet a South Korean. Your counterpart is trying to determine where you fit in the hierarchy. Your ‘rank’ can have a major impact on who is willing to meet you and the nature of the dialogue. Titles are hierarchical rather than functional in South Korean companies. Know your counterpart and how he fits within his organization.

JNPMEDI is a Korean Startup
JNPMEDI is a Korean Startup
Business Opportunities in South Korea: The Startup Ecosystem

South Korea is an ideal place to scale a tech startup. It is the world's most connected country with 100% LTE coverage and the fastest average internet connection. Koreans are known to be early adopters of new technologies, making it an exciting option for startups looking to scale to new markets. Additional reference: Top Korean Startups to Watch in 2023

The Korean government is actively supporting talented entrepreneurs and promising startups. Tax breaks and incentives for angel investors and venture capitalists, tax benefits for mergers and acquisitions in the technology and R&D sectors, and improvements in visa regulations for startups and entrepreneurs from abroad are some of the measures taken to encourage the growth of the startup scene.

South Korea's strategic location in East Asia, with strong cultural and economic ties with China, Japan, Hong Kong, Taiwan, and more, allows startups to leverage South Korea’s favorable location to scale their business across the Asian market.


South Korea's robust economy, technological advancements, and supportive government policies make it an attractive destination for businesses looking to expand internationally. Its dynamic startup ecosystem, coupled with its strategic location in East Asia, offers promising opportunities for businesses to thrive and grow. Whether you're a multinational corporation or a budding startup, doing business in South Korea can be a rewarding and profitable venture.

With over 50 years of experience combined with our team at, we are ready to provide business consultation services to lead your business into the Asia Pacific region - profitably. Come talk to us now and see how our playbook is different from other consulting firms out there where our focus is to help you expand at the right pace, staying lean and profitable.

Alan Wong
Alan Wong

Alan Wong is founder of and a startup mentor with over 20 years of professional experience managing software, Saas and consulting services MNCs.

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