Korea

48
Country starter pack
Conducting business in Korea
Bowing and handshakes: Koreans bow to those senior
to them both as a greeting and a show of respect. The
junior person initiates the bow, bending from the waist
to an angle of between 30 and 45 degrees from vertical.
A less accentuated bow is returned as acknowledgment
from the more senior person. Bowing in Korea is not as
pronounced as in other countries, such as Japan. Greet
the highest status individual first, followed by the oldest
when meeting a group of Koreans. The individual with the
highest status usually enters a room first. For Australian
business people, extending a simple handshake when
greeting and taking leave is fine; just don’t be surprised by
a two-handed handshake and a bow during the course of
an initial meeting.
Building relationships: Building relationships is an
essential part of doing business in Korea. Relationships
are developed through informal social gatherings and
generally involve a considerable amount of eating and
drinking. Such gatherings also present the opportunity for
both sides to discuss business in more relaxed and friendly
surroundings, including over dinner.
Dress code: Appearance is very important, and Koreans
tend to dress more formally than Australians. Business
attire is conservative, with an emphasis on conformity
rather than individual expression. Men should wear
dark-coloured business suits with ties and white shirts.
Jewellery for men should be kept to a minimum – a watch
and a wedding ring would be fine. Women should also
dress conservatively and in subdued colours.
Gender equality: Although gender equality is increasing,
men still dominate the Korean workplace. It is expected
businesswomen act in a manner that is considered refined
and ‘feminine’.
Don’t be too pushy: Korean business people are good
negotiators so be patient and gentle, but firm. Also ensure
you are as dignified as possible and don’t push too hard.
Expect a ‘price war’ but don’t give in easily, as Koreans are
persistent and admire this quality in others.
Geopolitical sensitivities: Korea and Japan dispute the
territorial sovereignty of several islands in the sea between
the two countries. These include the small islets called
Dokdo in Korea and are known as Takeshima in Japan.
As discussed earlier, the two countries refer differently
to the sea surrounding these islands. To maintain good
business relationships with Korean stakeholders, it is
wise to respect local cultures and preferences, including
by ensuring you use local and appropriately referenced
versions of any geographical materials (such as maps that
might be used in a presentation to a Korean audience).
Not observing such delicate affairs can cause insult and
may lead to business relationships ceasing.