VIETNAM NATIONAL UNIVERSITY HO CHI MINH CITY

INTERNATIONAL UNIVERSITY

MULTICULTURAL MANAGEMENT

A CROSS CULTURE GUIDE FOR EXPANTS

Lecturer: Dr. Phan Trieu Anh

Students:
Nguyen Van Tung BABAIU16048
Le Anh Xuan BABAIU16106
Nguyen Huu Quynh Nhu BABAIU16100

Ho Chi Minh City, June 2019

Overview

Intercultural competence is no longer seen as a soft skill but is now a required skill of anyone
wishing to work internationally. A lack of cultural sensitivity can lead to lost business, a failed
assignment, poor client relationships, staff attrition and ultimately wasted time and investment.
Many expatriates struggle to adjust to a new culture when they travel internationally. This can
create tension for all members of the family. Luckily, training for expatriates has been proven
most successful at helping expatriates adjust.
Table of Contents
Overview .................................................................................................................................... 2
1. Managing culture and country shock ..................................................................................... 4
1.1 Overview of the role of ‘culture’ within international business ...................................... 4
1.2. Brainstorming ways in which differences can be resolved ............................................. 4
1.3. Guidelines and tools on adapting and dealing with cultural differences ........................ 5
1.3.1. Learn a few key phrases ........................................................................................... 5
1.3.2. Learn culture in Korea ............................................................................................. 5
1.3.3. Promote appreciation of cultural differences. .......................................................... 5
1.3.4. Be open to trying new things. .................................................................................. 6
1.4. Advice on how to deal with culture shock and homesickness ........................................ 6
2. How culture impacts a South Korean business practices....................................................... 7
2.1. Non-verbal and body languages...................................................................................... 7
2.2. Collectivist society .......................................................................................................... 8
2.3. Power Distance and Hierarchy in South Korea .............................................................. 8
2.4. Korean Confucianism and Collectivism ......................................................................... 9
2.5. Personal Relationships for Doing Business .................................................................... 9
2.6. South Korean Business Etiquette .................................................................................. 10
2.6.1. Greeting.................................................................................................................. 10
2.6.2. Business Cards ....................................................................................................... 10
2.6.3. Business Meeting ................................................................................................... 11
2.6.4. K-Type Management Style .................................................................................... 11
2.6.5. Gift Giving ............................................................................................................. 12
3. Essential information to live in South Korea: ...................................................................... 12
3.1. South Korea’s General Information .............................................................................. 12
3.1.1. Location ................................................................................................................. 12
3.1.2. Climate ................................................................................................................... 13
3.1.3. History.................................................................................................................... 13
3.1.4. Politics.................................................................................................................... 14
3.1.5. Demography........................................................................................................... 15
3.2. Beliefs ........................................................................................................................... 16
3.2.1. Religious beliefs..................................................................................................... 16
3.2.2. Superstition ............................................................................................................ 16
3.3. Values ........................................................................................................................... 17
3.3.1. Personal Value of Korean ...................................................................................... 17
3.3.2. National value of Korea People ............................................................................. 18
3.4. Etiquette & Customs ..................................................................................................... 18
4. Working with South Korean ................................................................................................ 19
4.1. South Korean business protocol.................................................................................... 19
4.2. South Korean verbal & non-communication ................................................................ 20
4.3. South Korean Negotiating Style ................................................................................... 21
4.4. Recommended steps when working with Koreans ....................................................... 21
Conclusion ............................................................................................................................... 22
References ................................................................................................................................ 23
1. Managing culture and country shock

To reduce the impact of culture shock, allow for successful relocation, and also develop
management skills to include the ability to lead, motivate and communicate across cultural
lines.
1.1 Overview of the role of ‘culture’ within international business

Recognizing and understanding how culture affects international business in three core
areas: communication, etiquette, and organizational hierarchy can help you to avoid
misunderstandings with colleagues and clients from work and study abroad and excel in a
globalized business environment.
Effective communication is essential to the success of any business venture, but it is
particularly critical when there is a real risk of your message getting lost in translation. In many
international companies, English is the de facto language of business. But more than just the
language people speak, it is important that how people convey their message. Moreover, while
fluent English might give people a professional boost globally, understanding the importance
of subtle non-verbal communication between cultures can be equally crucial in international
business.
Along with differences in etiquette, come differences in attitude, particularly towards
things like workplace confrontation, rules and regulations, and assumed working hours. While
some may consider working long hours a sign of commitment and achievement, others may
consider these extra hours a demonstration of a lack of efficiency or the deprioritization
of essential family or personal time.
Organizational hierarchy and attitudes towards management roles can also vary widely
between cultures. Whether or not those in junior or middle-management positions feel
comfortable speaking up in meetings, questioning senior decisions, or expressing a differing
opinion can be dictated by cultural norms. Often these attitudes can be a reflection of a
country’s societal values or level of social equality. The hierarchy helps to define roles and
responsibilities across the organization. This also means that those in senior management
positions command respect and expect a certain level of formality and deference from junior
team members. When defining roles in multinational teams with diverse attitudes and
expectations of organizational hierarchy, it can be easy to see why these cultural differences
can present a challenge.
1.2. Brainstorming ways in which differences can be resolved
Brainstorming is the default way in which many teams and organizations come up with
new ideas. And it’s commonly said that the more diverse the group, the greater the potential for
innovative ideas. People can do to tap the diverse range of ideas from a global team is to help
participants improve their cultural intelligence. In addition, here are a few simple strategies to
use when brainstorming with a global team.
First is to clearly define the objective. Any brainstorming session should clearly define
the purpose and desired outcome. Most intercultural challenges begin with clashing
expectations. To address this, people can write down his/her understanding of the objective,
and in the meeting, briefly go over what people wrote. People can check for understanding by
asking others how they might explain the objective to others on their teams.
Second is do not spring a brainstorming session on a global team. Those who prefer to
have time to generate ideas independently or by consulting others will feel better prepared to
participate, people need to force yourself that you are going to ask others to share their ideas
first.
Final is to make explicit if you want participation from everyone. And assure the team
that the goal is not to have everyone talking equal amounts of time but to ensure that input and
ideas come from everyone. Offer a variety of ways for input to be offered. For example, those
who come from a more collectivist background may prefer to spend some time discussing ideas
together before hand and share them collectively with the group. But by being more thoughtful
and strategic in how you approach brainstorming, you will increase participation and yield
more, and more innovative, ideas.
1.3. Guidelines and tools on adapting and dealing with cultural differences
1.3.1. Learn a few key phrases
Because clear communication is essential for effective functioning, it is necessary that
each person understand what your clients and customers need. Depending upon the number of
clients or customers with whom you work and the amount of diversity, it may not be possible
for you to learn all the languages, but learning a few greetings and key phrases can go a long
way.
1.3.2. Learn culture in Korea
Taking the time to research or inquire about another’s culture can go a long way to
make them feel comfortable. Learn about the things your clients and customers like and value:
their food, their customs and protocol, business practices and what they do for fun. Because of
your extra effort, the people with whom you work will feel appreciated and will be more apt to
recommend you and do business with you in the future.
1.3.3. Promote appreciation of cultural differences.
Set aside a special day where you ask a few employees or co-workers to share aspects
of his or her culture or a client’s culture with everyone about the foods, ceremonies and other
aspects of that culture. This will not only promote socialization, it will give each person the
opportunity to learn about and appreciate one another’s culture.
1.3.4. Be open to trying new things.
While traveling to visit clients in other countries, be open to trying new things like the
food at least once. Even if people like something, they will be appreciated for making the effort.
If people are allergic or prefer not to partake in something (like drinking alcohol) do not
compromise their own values, however, to accommodate theirs. You are permitted to
respectfully decline. The idea is not to create boundaries, but to build bridges and open the
door to cultural differences
1.4. Advice on how to deal with culture shock and homesickness
Moving to Korea and adjusting to life there can be an adventurous, and at times
shocking, experience. Generally, the first several weeks are especially chalked full of new
experiences. During lasting up to 3 months in a foreign culture, new food and new people, new
modes of transportation, new professional expectations, a new home and all of the surprises,
struggles and exciting moments of experiencing a new culture can be simultaneously exciting
and overwhelming. People who have spent prolonged periods of time traveling prior to living
in Korea may have an easier time dealing with homesickness than those who are abroad for the
first time. Regardless, homesickness is a natural part of the process which comes and goes, but
this combined with the different stages of culture shock can be distracting at times. Often both
homesickness and culture shock are accompanied by levels of anxiety, a desire to withdraw,
and/or feelings of depression. Feeling like this is not abnormal when far away from home for
an extended period of time, and there are things Korean can do to address the discomfort
associated with homesickness
Distress experienced as a result of homesickness can be addressed in a number of ways.
The following is a list of simple suggestions for dealing with these feelings. Establish effective
communication with loved relatives from home. It is important to get your lines of
communication with home established in a reliable way. It gives you a realistic and convenient
way to connect with friends and family back home. Reminding yourself of the security of your
home connection is often paramount in coping with homesickness. Secondly, find basic
comforts from home is one way to reduce the homesick. Finding some of the basic comforts
of home in Korea can often be difficult but those such items often help expats feel like their
new apartment in Korea is truly home. Plan an adventure is good method to reduce the
homesick and reduce the culture shock. In addition, it may help people experiencing
homesickness to consciously focus on something else. South Korea boasts some amazing 4D
movie theatres with English movies. In addition to a unique experience at a Korean baseball or
soccer game, there are a number of countryside parks, beaches and travel destinations in Korea.
Developing a new level of appreciation for the Korean culture can also help. Some cultural
events like New Year celebrations and seasonal festivals like the Lantern Parade to help support
a new and appreciative understanding of the Korean culture as the broad and supportive social
networks adjust to a new culture in a healthier way. With organizations like Adventure Korea
and Meet Up in Korea, there are always ways to meet other people, network and have new
adventures. Getting connected can be a notable relief in the midst of adjustment
While homesickness rarely becomes a significant issue, there are additional resources
to support expats in Korea that experience prolonged or intense levels of emotional discomfort.
One particularly well reviewed counseling and professional development service in Korea,
Adaptable Human Solutions, works mainly with expats. The important thing is that you are
prepared to cope in the midst of this upcoming change. With good communication, good
networking, a variety of good cultural experiences, and the availability of a few comforts from
home now and then, absolutely that people will be so busy with new friends and new
experiences that homesickness rarely becomes more than a brief bump in the road. The
memories and rewards that come along the way in Korea are truly special and hard to forget.
Homesickness, if managed well, is rarely something to recall amidst the excitement of your
Korean experience
Suggested materials to research comprehensively this theme.

Overcoming Culture Shock: How to Adapt to a Foreign Country - by Kathleen Rao


The Culture Shock Tool Kit: Three Strategies for Managing Culture Shock - by Margarita
Gokun Silver
Kiss, Bow or Shake Hands: The Bestselling Guide to Doing Business in More Than 60
Countries" by Terri Morrison and Wayne A. Conaway.
2. How culture impacts a South Korean business practices
Addressing fundamental issues (hierarchy, management styles, communication etc.)
that guidance audiences how South Korean Culture affects social and personal interaction.
2.1. Non-verbal and body languages
In South Korea, the way of paying attention to others’ non-verbal and body languages,
as well as the tones. People need to learn from others’ non-verbal and body languages, as well
as the tones to get the real meaning of what they said. The good example could be: A Korean
may say to you that “Are you hungry?” He/she is actually saying “I am hungry, can we eat
now?” So, if you answer “No”, it would hurt him/her. The correct answer would be to ask the
Korean what he/she wants to eat. From the discussion above, Vietnamese must learn to
understand it and know how to react to this unique culture, in order to corporate better with
South Koreans
2.2. Collectivist society
As a collectivist society, the consensus is an important element in promoting and
maintaining harmony in South Korea. Usually Koreans like to give positive answers and avoid
or reluctant to give direct refusals. They do not want to hurt the harmonious environment by
giving negative answers or refusing others to cause face losing. In the business world, this term
requires that subordinates be loyal to their superiors and that superiors be concerned with the
well-being of subordinates. In South Korea, people believe that a person owes total loyalty to
parents and authority figures, notably rulers, elders, and organizational leaders, as well as those
who are in high hierarchical rankings in their hierarchy. Therefore, workers see themselves as
they owe the same loyalty to their employers and supervisors as to their parents and family
elders. In the business world, Koreans show their respect to their employers and supervisors,
and usually avoid conflicts as much as they can, if they have different opinions. They would
like to obey the employers’ and supervisors’ orders to show their loyalty, and expect to get
confirmation and satisfaction from their employers and supervisors. On the other hand, their
employers and supervisors are usually concerned with the well-being of the subordinates.
Therefore, Vietnamese people need to keep in mind that it is important to perceive how the
respect to the high- level managers, and avoid direct conflicts, especially in public.
2.3. Power Distance and Hierarchy in South Korea
South Korea is a country with high power distance and hierarchy. Usually, the eldest
person in the gathering initiates activities, such as entering a room, greeting and eating. The
person of lower status bows to the one higher. Similar to other traditional societies, for
example, the higher positioned persons and senior member are expected to seat in the center or
head position, and always get their food first served. The society has higher level of inequality,
and individuals and society in South Korea are more unequal. The high-power
distance/hierarchy does not only exist in the personal life, but also in the business world.
Therefore, in order to collaborate well with South Korean companies, Vietnamese ones must
be aware of the higher power distance, and show their respect by sending the right officials to
successfully negotiate the deals. On the other hand, the senior manager is usually the decision
maker. Junior staff may possess more knowledge of the issues in hand, so it is important to
engage with them as well. They may not offer an opinion, however, until the senior member
of staff has passed judgment. Therefore, Vietnamese people should focus on the decisions
made by the Korean senior managers, and at the same time, maintain the contacts with the
junior staff. It is suggested for the Vietnamese people to send documents, such as proposals,
company brochures, and marketing materials, to the decision makers as well as the junior staff
in advance.
2.4. Korean Confucianism and Collectivism
Confucianism permeates the Korean life. It influences both the personal lives and business
world in a high extent. In general, Confucianism influences South Korean society very much
in many different ways, such as the status, social contacts, relationships with others, etc. For
example, Korean status is determined by age, gender, education, family background, wealth,
occupation, and political ideology. Social contacts determine success. Genealogy and
backgrounds are important and determine how people are treated in the hierarchical society.
South Koreans tend to be very friendly, and their culture has a strong emphasis on group ties.
An individual is expected to consider the benefits and interests for the whole group/community
which he/she belongs to. The Korean society, as a collectivist society like many other Asian
countries, requires people living in a harmonious “family”. The impact of this culture to South
Korean business manifests especially in decision making and negotiations. Usually, it takes
longer for South Koreans to make a final decision, because all of the members need to consider
others’ opinions and values. The decision is based on the careful consideration of the interests
of the whole team. Therefore, when negotiating with South Koreans, Vietnamese people should
be aware of this culture, and be patient during the negotiation process, or be prepared that the
negotiation process may take more than one meetings to complete the deals. They should also
appreciate the collectivism, and think in terms of the good of the whole team, to successfully
negotiate business with Koreans.
2.5. Personal Relationships for Doing Business
In South Korea, the personal relationships are essential for doing business, and usually
established before the beginning of the business process. In order to be successful, it is vital to
establish good personal relationships based on mutual trust and benefit. Korean business
culture is firmly grounded in respectful rapport. In order to establish the personal relationships,
it is very helpful to be introduced by a mutual friend or acquaintance at the appropriate level.
Once the foreign company is successfully introduced to the Korean one, it is important to send
the relevant documents, such as proposals, company brochures, etc. to get the contacts. After
establishing the personal relationship, it is suggested for the foreign company to maintain the
relationship by continuously contacting the Korean company. Therefore, time should be
allocated for this process, particularly during the first meeting, which is frequently used to
simply establish rapport and build trust. Once good, solid relations have been recognized in
South Korea, continuous reinforcement and maintenance is vital. Vietnamese people or
companies should be patient doing business with Korean ones, and take the business as a long-
term one instead of one-time deal. The better and stronger the personal relationship with the
Korean company, the more successful the partnership would be.
To more understand the personal relationships in South Korea, foreigners and foreign
companies should be aware that it is a collectivist society. People are not comfortable doing
business by individuals. In other words, Koreans are not willing to do business with a stranger
without friends’ introduction and support. By introducing and establishing the personal
relationships, South Koreans would be more willing to consider the foreign company as a part
of the group, and thus, they would collaborate for the interests and benefits of the whole group.
2.6. South Korean Business Etiquette
South Korea has its own unique business etiquette, and all of the etiquette is influenced
by their unique cultures in some extent. Acquiring this culture is essential for foreign
companies to do better business with South Korea. South Korean unique business etiquette
mainly exhibits in six aspects, which are introduction, greeting, business cards, business
meeting, K-Type management style, and gift giving.
2.6.1. Greeting
In South Korea, greeting is one of the steps that businessmen do not want to skip. It usually
happens after the introduction. The usual greeting between men is a bow, accompanied by a
handshake. To show respect, the left hand is placed below the right forearm while shaking
hands. Women do not shake hands as frequently as men. During greeting, maintaining the eye
contact is appreciated. Many foreigners who had some experience of doing business with
Koreans said that they learned the unique greeting culture during their stay with Koreans. Every
time when they met with their Korean partners and colleagues, every Korean bowed to each
other, and then followed by a handshake. The bowing also happened in restaurants whenever
they visited restaurants with their Korean partners and co-workers. Every host or owner bowed
to customers when they went inside. The bowing is one of the most surprising cultures to most
foreigners.
2.6.2. Business Cards
South Koreans attach importance to business cards exchange, with their certain way.
Usually, after the handshake, business cards are exchanged between professionals during initial
encounters. The cards are presented and received with both hands. It is recommended that
foreigners obtain bilingual business cards with Korean on one side and English on the other
side. When you present your business card to Koreans, please keep in mind that the Korean
language side should be facing up, with your both hands. People are expected to handle the
business card by their right hand, if they need to pass the card to others. After receiving the
card, it is suggested to nod your head to show your respect and thanks. Once you receive it, try
not to stare too hard at those business cards as it will come across as impolite and/or possibly
offend the Korean businessmen.
2.6.3. Business Meeting
Because business is based on personal relationships and trust in South Korea, usually it
takes longer to complete a deal. Therefore, it usually takes several meetings to finish the
business. The first meeting is usually a start of the business-relationship building process. Very
little might be discussed which relates to the actual business in hand for a while, with most
time being spent exchanging pleasantries, discussing travel and other small trivia. Meeting with
South Koreans would sometimes be a frustrating cultural shock for Vietnamese if they do not
understand the process of developing real business with Koreans. It is important for
Vietnamese not to show impatience or irritation at this stage. It is suggested for Vietnamese
workers that they could view the first meeting as an essential first step or investment in creating
a rewarding, trustable and long-term business relationship.
Regarding the negotiation in business meetings, foreign companies, like Americans, need
to keep in mind that the society is a high hierarchy society. Therefore, they need to know who
the decision maker is, and contact the person prior to the actual meeting. Usually, the senior
managers are the decision makers, and junior staff is playing a role as supportive. American
companies should focus more on what the senior managers think about during the negotiation.
However, this does not mean that they could ignore the junior staff. It is recommended for
Vietnamese companies to keep contacts with the whole team, because one of the management
styles of South Koreans is team-oriented.
2.6.4. K-Type Management Style
Korean management style, called K-Type management, consists of top down decision-
making, paternalistic leadership, clan management, personal loyalty, compensation based on
seniority and merit ranking, high mobility of workers. The organization structure of companies
are highly centralized and formalized with authority concentrated in senior levels. Major
decisions go through a formal procedure of approval from top levels of management. When
working with Korean companies, Vietnamese ones should value the decisions made by the
senior managers. Korean society values harmony as one of its most important honors, both in
personal life and business world. Vietnamese companies should keep in mind that they need to
avoid conflicts, especially in public, with senior managers. They do not want to disturb the
harmony to take the risk of ruining the business.
2.6.5. Gift Giving
In South Korea, gift giving is part of doing business. It is done to secure favors and build
relationships. Gift giving in South Korea is not seen as a bribery or corruption. Normally,
business gifts should be of good quality but inexpensive. The gifts from the givers’ home
country would be much appreciated and impressive, regardless of the price. The gifts should
be wrapped before giving, and opened in private rather than in the presence of the giver. When
handing out more than one gift, the giver(s) need to make sure that senior members are given
gifts with greater value than junior members, because respect for seniors is everything in South
Korea. When you are given a gift, it is polite to seem to refuse the gift a couple times before
accepting.
Those items discussed above are part of the unique business etiquette in South Korea.
Understanding them before doing business with Koreans, is very important and critical.
Besides those items of Korean business etiquette, there is some other business etiquette that
Vietnamese people.
Additional material to comprehensive this theme:
Bae, J., Rowley, C., & Sohn, T. W. (2012). Managing Korean business: Organization, culture,
human resources and change. Routledge.
Koo, H. (2001). Korean workers: The culture and politics of class formation. Cornell
University Press
3. Essential information to live in South Korea:
To understand how life is in South Korea in order to maximize potential when working
there. And to gain a competitive advantage through understanding the local culture, values and
ways of doing business
3.1. South Korea’s General Information
3.1.1. Location
South Korea, country in East Asia. It occupies the southern portion of the Korean
peninsula. The country is bordered by the Democratic People’s Republic of Korea (North
Korea) to the north, the East Sea (Sea of Japan) to the east, the East China Sea to the south,
and the Yellow Sea to the west; to the southeast it is separated from the Japanese island
of Tsushima by the Korea Strait. South Korea makes up about 45 percent of the peninsula’s
land area. The capital is Seoul (Sŏul). The area of South Korea is 97,230 sq km.
South Korea Map
3.1.2. Climate
South Korea is influenced by a mixture of a humid continental climate and a humid
subtropical climate. The country has four changing seasons: winter, spring, summer, and
autumn. Winter lasts from November to February and is marked by moderate to heavy
snowfall. Spring begins in March and is relatively short. Summer comes in June to September
with temperatures that can reach up to 30°C. The monsoon season usually starts in late June
and lasts until the end of July. In September, autumn arrives with a rather light, windy and dry
climate.

The average weather for Korea based upon region data - Weather-Guide.com
3.1.3. History
Because the Korean peninsula is located between China, Japan, and Russia, it has been
subject to foreign invasions throughout recorded history. Korea was ruled by the Chinese for
several hundred years in the early centuries AD. During this time, China established a lasting
influence on Korean culture, especially through its language.
In 1876 the Kanghwa Treaty opened Korea to Japan and to the West. After many wars,
Korea was taken over by Japan, which brutally ruled it from 1910 to 1945. During this period,
Koreans were treated terribly by the Japanese. Women were kidnapped and used as sex slaves,
and many innocent people were horribly murdered. Many Koreans still mistrust the Japanese
because of this.
After World War II (1939–45), the peninsula was divided by the Soviets and the
Americans. The thirty-eighth parallel became the line separating the zones. Eventually, the line
separated two distinct countries: North Korea and South Korea. They have fought one war
(1950–53) and have been preparing for another ever since. The border is one of the most
heavily armed borders in the world. The United States has maintained troops in South Korea
for about fifty years in case of an attack by North Korea. The two countries are still technically
at war with each other. South Korea's government has an elected legislature and a strong
executive branch.

Korea devided into North and South

3.1.4. Politics
South Korea is a republic governed by a President, who is also the Chief of armies. was
elected after the impeachment of his predecessor, Park Geun-hye in the 2017 South Korean
presidential election. Lee Nak-yeon was nominated Prime Minister.
The South Korean parliament, which is known as the National Assembly or the
'Kukhoe', consists of 300 seats. 245 MPs are directly elected while the remaining seats are
distributed proportionally.

Moon Jae-in Portrait

3.1.5. Demography
South Korea is home to around 51 million people, compared to about 25 million in the
north. It is known to be an ethnically homogeneous country with a Chinese minority. Although
many Koreans have emigrated to other parts of the world, millions of foreigners, particularly
from Europe and the United States, have settled in South Korea over the past decades. The
cities of Seoul, Busan and Incheon are the most densely populated with 10 million, 3.5 million
and 3 million people respectively.
South Korea's official language is Korean, but languages such as Chinese and English
are also spoken by a large part of the population. On top of that, foreign languages such as
French, German, and Spanish are widely popular and taught at schools around the country.
3.2. Beliefs
Beliefs are judgments about human and the world around people. They are usually
generalizations. Sometimes beliefs become very strongly entrenched or emotional. Beliefs also
literally shape one map of reality. It is possible for human beliefs and values to differ over time
as people encounter evidence or have experiences that challenge human previously held views.
3.2.1. Religious beliefs
Korea is one of the world's oldest and longest surviving religions, having had parts of
it blended into Buddhism, Confucianism and Christianity. Before the introduction of Buddhism
and Confucianism traditional Korean Shamanism was the dominant religion in Korea.
Historically the religion has played a role in protecting people from attacks by evil spirits and
helping to assist people to achieve health, peace and spiritual well-being. Protestant
Christianity is now the second most popular religion in the country, although there have been
problems with more zealous member condemning and attacking non-Christians and other
Christian sects. South Korea is following the trend of many other developed nations in that the
number of people are say that they are atheist or unaffiliated with a religious is rising,
particularly among young people. Therefore, in recent decades, Korea's Buddhist population
has declined due to more Korean's converting to Christianity or becoming atheist or unaffiliated
with a religion.
3.2.2. Superstition
Despite its world-class advancement in technology and manufacturing, South Korea –
a country that was once rooted in shamanism – is awash with superstition. Here are some of
the most common superstitions still believed by many today.
Traditional Korean Shamanism: Giving shoes to your partner will make them run away:
Giving shoes as gifts to a loved one in South Korea is a huge weird thing, which make him or
her run away most likely in the same pair of shoes
Fans can kill you: Death from sleeping with an active fan in a closed room may seem
like the stuff of fiction, but it’s no joke in South Korea. Many fan deaths make them feel fear
of fans.
Writing names in red ink is a death threat: In the past, red ink was used to write the
names of the deceased on the family register. Therefore, writing someone’s name in red ink
meant they had either passed away.
Four is an unlucky number: This superstition stems from China, where the word for the
number “four” sounds similar to the word for “death.”
Setting foot on a threshold can bring misfortune: The threshold of the front door is
treated as the boundary between the living world and the afterlife. Therefore, it is bad luck for
a living person to step on the threshold.
Don’t put a mirror in front of a door: Put a mirror directly in front of a door may deflect
good luck from entering.
Washing hair washes away good luck: In Korea, New Year’s Day provides the perfect
opportunity to begin a new year with a fresh start. Often, Koreans will not wash their hair on
this day, as it’s believed to wash away the good luck. Likewise, students will not wash their
hair before a test so as to not ‘wash away’ all of the knowledge they’ve gained from studying.
Whistling at night summons spirits: It has long been believed that whistling at night
can summon spirits, ghosts, demons and other unearthly creatures. A slightly less terrifying but
still frightening version of this superstition is that snakes will appear instead of spirits.
3.3. Values
Values are the basis for human behavior and motivation. Values are abstract,
hierarchical and dynamic concepts that essentially describe what people desire or seek to
achieve. People may hold values such as “loyalty”, “truthfulness”, “charity”, “service” and
many others. When people say people hold a value, what people are really saying is that people
aspire to something, or people feel that value is worth something to human. Since one criterion
and other criteria may be different, people may react in a different way.
3.3.1. Personal Value of Korean
Koreans have created a very unique feature for themselves. It is the only people who
speak a language. Korean people live very close, have close relationships with nature. And
mention about the Korean people, we have to talk about their three outstanding characteristics:
Appreciate feelings more than reason; Deep love is more passionate than other feelings;
Appearance is better than inner, etc. In those characteristics, taking the sentiment more
seriously than reason is the basic characteristic, the national temperament of the Korean people.
Also because of the importance of love over reason, Koreans attach great importance to blood
relation and family. They attach great importance to the love between classmates and
compatriot.
However, there are many personal values of Korea people that make them pressure.
First is having a stable job becomes a decisive factor in asserting self-worth in society. This
has led to outstanding issues such as examination pressure on students and the tendency of
death due to labor force similar to neighboring Japan. Second is that Korea upholds the role of
hierarchical culture. Korea still has typical ideologies of Asian culture and is heavily influenced
by Confucius teachings. The hierarchical relationship is also expressed between the elderly and
the younger, the parents with the children, etc. The children in Korea often have to carry the
burden set by the superiors themselves. Next is that Koreans value beauty, they care about
beauty very early whenever they are male or female. Those who are ugly, even talented, are
less respected in society. Following is that personal values of Korea people are influenced by
Korean public opinions. Only a baseless rumor can make people in this country wake up the
waves of opinion in Korea. Especially in the entertainment world, once at a time, the world
was constantly shaken by the suicides of many famous artists. Many stars have come to death
when they cannot continue to brace themselves under the pressure of fame, from public opinion
and fear of being forgotten. In fact, even ordinary people will be "stoned", battered if left
against the voice of the majority or when not accepted by the public opinion in this country.
3.3.2. National value of Korea People
Korea is mainly composed of one race which is Asian (Northeast). It has its unique one
culture, character, cloth, and food that separate from the countries nearby Korea. Diligent and
hard work, filial piety, and humbleness are characteristics respected by Koreans. They are
proud of their unique traditional culture and their economic success within short period of time.
Education is very important to Koreans. It is the way of becoming successful.
Koreans are very proud of their nationality because they value their rich achievements.
It was a valuable result of their hard work. This pride gives Koreans a powerful and positive
identity. It is norm that Koreans regularly criticize and discuss of their society, but it is not
acceptable for them to hear critiques from other foreign people.
3.4. Etiquette & Customs
Koreans are reserved and well-mannered people. Korea is a land of strict Confucian
hierarchy and etiquette is important. If you learn and observe some of the local customs and
cultures it will be much appreciated.
Following some of these cultural rules will impress the locals:
When meeting it is typical for Koreans to bow to each other as a sign of respect: an
alternative maybe to shake hands. With people that you know well a nod of the head and the
Korean equivalent of hello will suffice. The word for hello is annyeong haseyo in Korean. The
direct translation of this is “do you have peace”.
It is a custom to take off your shoes in houses and in many traditional Korean
restaurants so make sure you are aware of this convention.
An expected convention when interacting with older people is that if you are taking
something from someone older always use two hands; if you have to use one hand, you can
should support your right arm with your left hand. Another convention is to support your right
arm with your left hand when shaking hands with somebody older.
When meeting for the first time, older Koreans may ask about your age, your job, and
your education. They may also ask of your parents’ careers. If you do not want to talk about
these subjects you can politely give short answers and move the conversation along.
Koreans in general have strong nationalistic views and as with most countries it is
advisable not to bring up any historical events make negative comments about anything
culturally in Korea.
When dining with Koreans, the oldest always eats first. It is common to hear people
talking loudly in restaurants, as a sign of being happy and enjoying the food. Remember never
to pour your own drink but do pour for others. Also, if you notice the slurping of noodles this
is actually expected. It shows that you enjoy the food and you are appreciating the cooking.
Money if given as a gift is placed in paper or an envelope. Also, if you are out dining
and giving tips in restaurants, it is polite to place the money inside the folded bill and hand it
into the waiter’s hands quietly, rather than leaving it on the table as you may do elsewhere.
Further materials:
South Korea Country Profile
https://www.bbc.com/news/world-asia-pacific-15289563
South Korea Hofstede Insight
https://www.hofstede-insights.com/country-comparison/south-korea/
4. Working with South Korean
This part is to provide an understanding of business culture of South Koreans to work
more effectively.
4.1. South Korean business protocol
Introductions: In Korea introductions are not made casually. Arrange for a formal
introduction to your business contact.
Dress code: Visitors should dress to show respect to their local counterparts. At the
first meeting, a dark suit with white shirt and conservative tie is appropriate for men. Thereafter
you can be guided by the dress of your local partners. Women business visitors should likewise
dress conservatively.
Meeting and greeting: Expect a bow and moderate eye contact, often followed by a
handshake. Respond with a bow before exchanging name cards.
Forms of address: Korean names normally consist of the family name first followed
by two (occasionally one) given names. Refer to your counterpart by his family name, as in
“Mr. Kim.” To show respect to senior people, substitute his title for the “Mister,” for example
“President Kim” or “Director Park.”
Business cards: Exchanging name cards properly is important. Receive your
counterpart’s card with both hands, present your own card with the right hand or with the right
hand supported at the elbow by your left hand. Study the other party’s card, then put the card
on the conference table when at a formal meeting, or in your card wallet.
Gift-giving and receiving: When meeting your counterpart at his office, consider
bringing a gift if you have just arrived from abroad. If invited to a Korean’s home, always bring
a present. Appropriate business gifts include items typical of your own country or region as
well as quality cognac or whiskey. Present the gift with both hands. The recipient will probably
put it aside and open it later. You should also receive a gift with both hands and open it later.
Wining and dining: Entertaining and being entertained is an essential part of building
a close relationship with your Korean counterpart. For males, ritual drinking is a traditional
way to get to know your counterpart. It is appropriate for men to drink heavily, even to get
drunk. Alcohol often seems to dissolve the stiffness and formality encountered during business
meetings. Drinking can be a good lubricant to a sticky negotiation.
Women are not expected to drink and are definitely not expected to get drunk. Not
joining in the male drinking ritual can represent a handicap for women doing business in Korea.
Males who prefer not to drink alcohol can excuse themselves on grounds of illness or religious
rules.
4.2. South Korean verbal & non-communication
Koreans rely on a sort of “sixth sense” to gauge the mood and reaction of other Koreans.
This special sense involves reading paraverbal and nonverbal behavior. Your Korean
counterparts may unconsciously expect foreigners to also understand the subtle nuances of
their silent language.
Smiling: With Koreans a smile often masks disapproval or even anger.
Silence: Koreans tend to be comfortable with silence. Expect long pauses during
meetings. Avoid interrupting the other party, since this is considered rude; visitors should wait
until their Korean counterpart has finished speaking before saying their piece.
Space behavior: On the street Koreans jostle one another regularly, even when there
seems to be plenty of space. In a business context, however, expect a medium-sized space
bubble.
Touch behavior: Korea is a low-contact culture as regards foreigners. Expect very little
touching.
Right hand: You normally use only your right hand when passing something to a
Korean. Exception: To show special respect, use both hands when presenting an object to a
person of high status. You may also use the right hand with the left hand supporting your right
elbow.
Gaze behavior: Expect moderate eye contact. Most Koreans look into your eyes about
half the time during a conversation.
Gestures: Avoid arm-waving and other abrupt, vigorous gestures.
4.3. South Korean Negotiating Style
Adapt your presentation: To start with a joke or humorous anecdote would show lack
of respect for the topic and for the audience. Speak clearly and simply. Use visual aids as much
as possible, especially where numbers are involved.
Bargaining range: When calculating your initial offer, allow room for bargaining. That
way you can give in gracefully when pressed for a concession, while, of course, demanding an
equivalent concession in return.
Decision-making: Bring patience with you to the bargaining table. Big decisions are
made at the top of Korean companies, and chief executives are busy people.
Role of the contract: To many Korean companies, the final written contract is often
less important than the strength of the relationship between the two parties. For them, the legal
agreement is akin to an expression of intent. Hence your counterparts may try to renegotiate at
any time if circumstances should change. So, it’s wise to remember that renegotiation of terms
can work both ways. If your Korean partners insist on changing a contract clause in their favor,
an effective response is to require a change in another clause in your favor.
Resolving disputes: Korean companies usually try to avoid litigation, depending
instead on lengthy negotiations to resolve disagreements.
4.4. Recommended steps when working with Koreans
Arrange to be introduced (in person if possible) by the most senior male colleague
available. In Korea, status is to a certain extent a transferable asset.
Following a proper introduction, present your business card which clearly shows your
title and function as well as any academic degrees and professional credentials. During the
preliminary conversation, find occasion to refer to your rank, title, experience and professional
qualifications (this should be done with modesty). Credentials and expertise confer respect in
this culture.
Any colleague or associate accompanying you should likewise refer to your position,
making it clear who is in charge. If you are the senior negotiator on your side and your
subordinate is addressed by Korean counterparts, you should be the one to reply. Your
subordinate should turn towards you and wait for you to speak.
Learn the verbal, paraverbal and nonverbal ways of showing respect to your senior
Korean counterparts. Respectful behavior on your part makes it easier for them to treat you
with proper respect.
Pay attention to the paraverbal and nonverbal signals coming from the other side of the
bargaining table. Western women tend to be more skilled than males in reading body language
and facial expressions. This ability can be very useful with Koreans, who communicate many
messages nonverbally. Koreans respect foreigners who take the time and effort to correctly
interpret their body language.
Additional materials:
South Korea: Cross-cultural Business Behavior – by Richard R. Gesteland

Conclusion
More and more foreigners and foreign companies have been doing business with Korean
and Korean companies for the last decade as many Korean companies become major players
in global markets with their impressive performance. As foreigners and foreign companies are
more involved in business with Korean and Korean companies, they would often face some
difficulties of handling their daily business with Korean and Korean business people because
of different expectation, practices and behaviors in each stage of business. Most of those
differences come from cultural differences between Korea and other countries. Although
Korea is regarded as one of the most internationalized, many Koreans still keep their
traditional culture very much and follow their tradition, custom and practice developed from
their culture significantly in doing business. So, understanding the Korean culture, tradition
and custom helps foreigners and foreign companies do their business with Korean and/or in
Korea efficiently and effectively and finally enjoy all kinds of successes with their business.
Foreigners and foreign companies will be more familiar with the way how to do business
with Koreans and in Korea if they understand more about the Korean value system based on
its culture and recognize the impact of those six parts of South Korean unique cultures to its
business. The more foreigners understand the Korean culture, the more they could enjoy their
business with Koreans and in Korea.
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