Market Potential Analysis

Report- Korean language

Learners
Research and Compilation by Team, Arirang Korean
Academy

Market Potential AnalysisKorean Language learners

General Report
Yes, the Korea language has captured the imagination of the Indians.
It has made an entry into majority of Indian household. Let us put some basic questions.
Q: What are the major Korean products Indians are using at the moment?
A: L.G, Samsung or Hyundai.
Q: Do you know Korean products are limited not only to the home appliances but also to
heavy industries and beyond?
Q: Do you know that UN Secretary General and World Bank Chief is Korean national?
Q: Do you know in 1994 Discovery magazine described Korean language as the most
logical language in the world?
Q: Do you know in 1997 UNESCO designated it as the world archive property?
Target audience:
Arirang Korean Academys collected enquiry database for last 2 years:

Professionals
working for
Korean companies
in India

60%

Students
aspiring to join
Korean
universities

Fans of Korean
Dramas and KPops

Language
professionals in
BPO

5%

30%

5%

Source: Google Analytics Report www.arirangkoreanacdemy.com

There are four categories of the Target Audience of Korean language learning,
Professionals working for Korean companies:
The cities of India having Korean companies are Noida, Delhi, Gurgaon, Chennai, Bangalore,
Pune and Ahmedabad. We all know Samsung and LG have been fully settled in Noida and
Greater Noida having manufacturing plants for AC, Refrigerator, Washing machines and
different home appliances. Samsung is having a state of the art Mobile manufacturing plant in
Noida.
We know LG has been assembling ACs, Refrigerators, and washing machines in Greater
Noida plant. They have outsourced the production of various accessories and auxiliary parts
for ACs, Refrigerators, Washing machines, LCD/LED TVs etc to various small and medium
Korean companies in Noida and Greater Noida. So these small and medium Korean
companies have recruited lots of Indian people in various categories. e.g. Accounts, HR and
Labour division, local liasioning with state govt departments, engineering and technology to
name a few.

Market Potential AnalysisKorean Language learners

General Report
Why and when Korean language is required for written or spoken communication?
Korean language is required when someone has to directly deal with Korean people. All
Korean people cannot communicate in English. Normally in Korea, medium of Instruction is
Korean, all Engineering Technical courses, Medical courses are taught in Korean language in
Korea. Most of the Korean people join various domestic Korean companies in senior and junior
positions without knowing English. Time to time these Korean Managers have been deputed
in their global plants and manufacturing units all over the world. In the same way they also
join global plants in Chennai, Noida, Pune, Ahmedabad and Bangalore.

Situation 1:
For big Korean companies in India, already their workflow systems have been computerized;
they are using some ERP system for their organization. But for small and medium sized
Korean companies the Korean management people have to deal with various local issues. So
those Indian people working in HR, Accounts may have to read some documents written in
Korean language. They need to explain the actual issues to Korean management, in that case
they need to talk in Korean, and then only they can draw the actual picture in front of the
Korean management. There arises the need to learn Korean in this situation.

Situation 2:
For example in Samsungs mobile assembling plant in Noida, the normal employees in the
plants, those working in Automated Assembly lines may not need to know Korean for their
job, because the working instructions are fixed for these operations and these have been
communicated to them either in English or Hindi.
Some technical issue might arise or some fault may be found in a particular mobile device
assuming that the fault has been detected by an Indian Technician. In that situation Korean
Technician who is present in the plant might not know to communicate in English and also
Indian Technician may not know Korean as well. Again in this situation the actual status of the
fault cannot be communicated to Korean Technician. So there will be time delay in the
Assembly line.

Market Potential AnalysisKorean Language learners

General Report

List of Korean companies in Chennai:

(Source: http://www.scribd.com/doc/101494878/List-of-Koreancompanies-in-chennai)

Market Potential AnalysisKorean Language learners

General Report

Market Potential AnalysisKorean Language learners

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Market Potential AnalysisKorean Language learners

General Report

List of Korean companies in NCR region:

(Source:
dipp.gov.in/English/Investor/Korea.../List_Of_Korean_Companies1.pdf )

Market Potential AnalysisKorean Language learners

General Report

Market Potential AnalysisKorean Language learners

General Report

Market Potential AnalysisKorean Language learners

General Report

Market Potential AnalysisKorean Language learners

General Report

Market Potential AnalysisKorean Language learners

General Report
Students aspiring to pursue higher studies in Korea:
Indian students in Science, Engineering, Management and Arts, interested to study in Korean
Universities for pursuing their Ph.D. or other specialization have to clear TOPIK (Test of
Proficiency in Korean language) Level-3 exam. Nowadays Indian students prefer South Korea for
Nanotechnology, Biotechnology, Mechatronics and Robotics studies.

What is TOPIK?
TOPIK, Test of Proficiency in Korean, is a written test designed to measure the ability of nonnative speakers for expression and comprehension in the Korean language.
TOPIK test measures proficiency in reading, writing, and listening comprehension in the Korean
language. The test has three different levels: Beginner, Intermediate and Advanced. Further
accuracy is expressed through six grades, two matched to each level to evaluate proficiency.

Purpose of Exam
- To propagate and set direction for learning Korea for non-native Korean speakers and overseas
Koreans.
- To measure and evaluate their Korean language skills and utilize the results for in-Korea colleges
and job-seeking

Applicant Qualification

Overseas Koreans and foreigners for whom Korean is a second language and who:
- Aim to learn the language and enter in-Korea universities
- Seek jobs in companies and public institutions in Korea and overseas
- Reside overseas or are attending/graduated from a foreign school

Who administers the TOPIK Test?

National Institute for International Education (NIIED), which operates directly under the Ministry
of Education, Science and Technology, is responsible for the general management of the test, such
as supervising institutions administering the test in domestic and overseas locations.

Market Potential AnalysisKorean Language learners

General Report

For Whom is the TOPIK intended?

This comprehensive test is intended for non-native speakers of Korean, such as Korean language
learners, international students who want to study in Korea as well as individuals who would like
to work in Korean companies and public institutions. The test also serves as an excellent
opportunity to receive formal certification for those who expect to use Korean in their
careers. Students of Korean who take the test will also learn which aspects of the language they
need to concentrate on in future study.

Upcoming Young generation of India:

Upcoming young generation of Indian Metros who are quite fascinated by KBS, MBS and SBS
dramas more than our gharelu shaas bahu serials. Korean wave and its whirlwind have taken
within its fold the whole India. Surprisingly Korean dramas have substituted Indian soaps in
most of the households in the metros. The stereotyped Indian dramas have but little appeal
which hardly caters to the aesthetic taste of the Indians. India ladies with highly enamored
jewelleries as shown is dramas have failed to capture the imagination of the Indians as they
couldnt identify themselves with these characters. The simplicity of Korean dramas have
every bit of reality attached to it so much that new generation Indians have also started to ape
the hairstyles, dresses of their favorite Korean heroes. Taste varies and the likings for Korean
simplicity are back once again.

Market Potential AnalysisKorean Language learners

General Report
As Rabindranath Tagore has said In the golden age of Asia Korea was one of its lamp
bearers and that lamp is waiting to be lit once again for the illumination of the East.
The Indians craze to know about Korea and Koreans is immense. The South Asian countries
share many a points of similarities which place them on the same pedestal of a Great Asian
culture. Slowly and slowly Korean dramas have become very popular with the new
generation Indians which is apparent from one of the TOI article which will be attached
herewith. Today Korean channels like Arirang TV, KBS are aired by the cable operators and
according to a survey majority of the Indian household owns it. Korean dramas sans heavy
ornamentation, unlike heavy studded jewelries of Indian Saas Bahu dramas have attracted
the new generation Indians.
Korean Gangnam style unprecedented worldwide popularity was acknowledged by You
Tube who called it a massive hit at a global level. Jakky Bhagnani as PSY featuring in the
Indian film Rangrezz, whose song is an official parody of Gangnam style, was also a great hit
among Indian audience. Last year every School in Indian metropolitan city had one dance item
featuring Gangnam style album. The original Gangnam style video and distinctive dance move has
become a cultural phenomenon of 2012. The video has amassed over 720 million views on You tube, was
referenced at the 2012 conservative party conference and has been recognised by the UN secretary
general Ban Ki- Moon as "a force for world peace.

Ban Ki Moon Secretary General, UN

Jim Yong Kim World Bank Chief

PSY Gangnam Style

Market Potential AnalysisKorean Language learners

General Report
Source: -> http://timesofindia.indiatimes.com/india/Korean-Wave-takes-Indian-kids-in-its-

sway/articleshow/13753051.cms?

Source: http://www.thekoreaguide.com/2012/06/03/korean-wave-hallyu-getting-popular-in-india/

Market Potential AnalysisKorean Language learners

General Report

Market Potential AnalysisKorean Language learners

General Report

Market Potential AnalysisKorean Language learners

General Report

Market Potential AnalysisKorean Language learners

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Market Potential AnalysisKorean Language learners

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Market Potential AnalysisKorean Language learners

General Report

Naturally the likeness for Korean dramas and K-pops has pushed the new generation Indians in
various metropolises to learn the language, to know its lyrics therein, thereby trying to appreciate
this latest trend in a better way that was hitherto unknown.
As we know that Q-Centres are having Entertainment section, why not showcase Korean dramas
and Korean movies which have a huge Indian fan following.

Market Potential AnalysisKorean Language learners

General Report
Language Professionals in BPOs and KPOs.
Working in BPO and KPO firms are promising career in the world of outsourcing. The increasing
need of Korean language in offshore operations has led to a greater demand of this language to
face international challenges.
Local Sales Force
In view of the importance of cultural sensitivity and an understanding of the local business
environment, it is imperative for Indian IT and BPO firms to establish a local sales force, in order
to capture the Continental European market. A local sales executive, who understands the local
way of conducting business, can boost
clients confidence sufficiently to send processes to an offshore location. Indian firms should hire
strategically oriented local sales force with a clear understanding of cross-cultural differences and
prior experience in selling similar projects. Further, a strong local network and knowledge of the
local decision circle are vital elements for success in expanding clients portfolios.
Importance of Language Skills
A vital element in providing localised and customised services is the availability of appropriate
language skills at the offshore operations centre. In a typical process being offshored from
Continental Europe, about a third is language-sensitive, while the remaining portion can be
handled by English-speaking Indian professionals. The Indian firms interest in capturing a larger
share of the European market is evident in the increasingly high demand for French and Germanspeaking professionals in India. Other languages that have recently acquired
popularity are
Russian, Spanish, Dutch, Czech, Italian, Korean and Indonesian.

Source: www.langjobs.com/Resources/articles/Evaluserve_Report.pdf

Conclusion:

This is a General Report on Market Potential Analysis of Korean Language learners based
on web survey and Arirang Korean Academys collected enquiry database.
More survey report based on selected questionnaire will be provided based on your
feedback of this report.

Team, Arirang Korean Academy.