Korea

Country starter pack
Getting started in Korea
31
CASE STUDY
WorkWell Ergonomics
Consulting
Diana Underwood, President
When Australian Diana Underwood moved to the
Republic of Korea to marry her Seoul-based partner
in 2003, she didn’t expect to end up establishing a
successful business as the only foreigner registered
to work in the area of ergonomics – even though she
does not speak fluent Korean.
Trained as an occupational therapist, Underwood
has directed her passion into improving people’s
wellbeing in the workplace by setting up her
company WorkWell Ergonomics Consulting. She
is not embarrassed by her lack of Korean language
skills, but highlights the importance of learning some
basic Korean and also delving into the culture.
“Respecting your host country is fundamental when
living and working in Korea,” says Underwood. “A
great way of showing respect is simply by learning at
least a few basic Korean phrases, for example ‘hello’,
‘thank you’, ‘excuse me’. Koreans see their language
as difficult to master and are impressed when
foreigners can speak any Korean.”
“Don’t be deterred by not speaking the language,”
says Underwood, who sometimes uses an interpreter
when working with Korean clients. “It is possible to
work in Korea without a lot of Korean but you do
need to get local assistance to help you navigate
business practicalities such as tax and banking. The
assistance of a Korean speaker makes it infinitely
easier and more efficient.”
Australian business people should also note that
in Korea, communication goes beyond simply
what language you speak. Korean culture is very
hierarchical and indirect – meaning processes
are thorough and one needs to be aware that to
save face, your counterpart is not going to openly
disagree or admit they don’t understand.
Underwood advises: “Be extra clear in your
communications through stating things in multiple
ways which will help verify understanding. Use openended
rather than simple ‘yes/no’ questions and avoid
negative questions as they may be misunderstood.” She
suggests not relying only on verbal communication, but
also confirming in writing to avoid any confusion and
create a permanent record.
As an Australian running a small business in Korea,
Underwood also highlights the importance of
understanding how Korean culture influences
business practices. An example of this is the cultural
emphasis on efficient and fast service which in Korea
is fast and efficient.
“The Korean work ethic is remarkable. You will
experience some of the world’s best service culture
with the most extraordinary deadlines set and
met. This relates to ppalli ppalli – a Korean phrase
which essentially means ‘quickly quickly’,” explains
Underwood.
In managing Korean staff, Australians need to
recognise this ethic as their employees will generally
demonstrate their loyalty and dedication by putting
their manager and organisation first.
“Koreans will work incredibly long hours to meet
deadlines as not doing so is ‘loss of face’ for the
employee and their boss.” Underwood says. “For
this reason it is important to build and maintain
relationships with your Korean employees but also
invest in your Korean business relationships as you
would in your professional skills.”
Networking is therefore fundamental in Korea to
build both personal and business relationships, but
also your brand.
“I have never felt like I have had to ‘market’ my
business as in the Korean context, it is all about
getting new clients through networking and word of
mouth.” She calls this “one-on-one marketing” and
attributes it to simply building trust and respect. A
strong online presence is also vital.
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