Doing Business in South Korea

Korean society is more homogeneous than most, and as a result, foreign investors and expat employees doing business in South Korea are expected to adjust and conform.

While most expats wanting to work in South Korea do not start a business or need to register property, they still have challenges to address. This includes overcoming the language barrier, adapting to the nuances of local business culture, and avoiding a faux pas that could be the difference between success and failure in the Korean business world.

Fast facts

Business hours

Typically 9am to 6pm, Monday to Friday. Legislation has limited the maximum working week to 52 hours (40 standard hours plus 12 overtime hours), although it’s still common for employees to work longer hours than this.

Business language

Korean, but English is often spoken at a senior level. Translators can be hired if necessary.

Dress

Koreans take dressing well seriously, and modesty and subtlety are values that inform business dress. Wearing a suit is almost always a safe choice for men. Women should avoid wearing revealing clothing.

Gifts

Gift-giving is a common practice. Give and receive gifts with both hands and do not open them in the giver’s presence. If you receive a gift, reciprocate with a gift of similar value.

Gifts are best wrapped in bright colours and not dark colours or red. Avoid giving expensive gifts, as the receiver will feel obliged to reciprocate. Gifts in sets of four, knives or scissors should also be avoided as these are seen as symbols of death.

Gender equality

South Korea has the largest gender wage gap in the OECD, with women earning approximately 30 percent less than men. Men still dominate leadership positions in Korean workplaces. Foreign businesswomen may encounter traditional expectations (behaving in an elegant, refined and ‘feminine’ manner), but are generally treated as professionals.

Greetings

Men in South Korea often greet each other with a slight bow accompanied by a handshake. Supporting the right forearm with the left hand is seen as a sign of respect. Some Korean women may not shake hands with Western men, while Western women typically do offer their hands to Korean men.

Business culture in South Korea

Traditional social practices and etiquette still have an important role in South Korean business. Personal relationships, hierarchy and saving face are all major factors in the Korean work environment. If expat businesspeople want to be accepted by their colleagues, they need to display an awareness of these and a willingness to engage in the social codes that are at the foundation of business culture in South Korea.

Meetings

Koreans need to be able to trust the people they are doing business with, and social relationships are directly linked to business success. For this reason, prospective business partners spend a lot of time getting to know each other. Expats should not be surprised if no business is discussed at their first meeting, and they should not try to rush things along. Despite this, workers are expected to be on time for meetings and social engagements.

Social situations

Dinner invitations, after-dinner drinks and karaoke (hoesik) may feature at some point. Declining is more acceptable than in the past, but attending shows a commitment to building relationships. On such occasions, it’s common for people to fill each other’s drinks, and it’s bad manners to refuse a drink if your glass is empty. To get around this, leave a bit at the bottom of your glass. Korean hosts always appreciate a spirited karaoke performance, regardless of how good or bad your singing voice is.

Names

Names in South Korea work in reverse to those in the West. A person’s family name comes first, followed by their given name. Many traditional Korean names include a generational element shared by siblings or cousins. For example, if a man’s family name is Park and his given name is Min-Jun, he would be called Park Min-Jun.

Saving face

For Koreans, the idea of ‘saving face’ is less about preserving oneself and more about saving others from embarrassment, especially those of a higher social or professional ranking. In doing so and by controlling their emotions, an individual maintains their honour and dignity.

This affects business dealings in tangible ways. For instance, disagreements are rarely solved by direct communication, while rejection is rarely delivered through a simple ‘no’. Instead, rejections may be communicated through delays and ambiguous answers, such as ‘maybe later’.

Hierarchy

While South Korea’s place in the global business circuit changed the way business is conducted in the country, there is still an elaborate hierarchy system based on position, age, prestige, and to an extent, gender that imbues business culture.

Exchanging business cards

Businesspeople in South Korea usually exchange business cards when they first meet. So, it’s important for expats who are new to the country to have a large enough supply of their personal business cards. These should contain the expat’s job title, with an accompanying Korean translation printed on one side. When exchanging cards, both give and receive them with both hands.

Dos and don’ts of business in South Korea

• Do expect Koreans to ask personal questions, as they are showing polite interest
• Do give an enthusiastic performance at karaoke bars
• Do protest slightly when paid a compliment
• Do be prepared for negotiations to take time
• Don’t talk about politics or belittle Korean culture
• Don’t expect a direct negative answer from Korean people if they can’t help or don’t know
• Don’t make small talk about North Korea