INTRODUCTION TO KOREAN HISTORY AND CULTURE

 In a country where almost half the population share the same last name, you may be forgiven for
becoming a little confused about who is who and what is what
FACTS AND STATISTICS

 Location: Eastern Asia, southern half of the Korean Peninsula bordering the East Sea and the Yellow Sea
 Capital: Seoul
 National anthem: Aegukga
 Nationality: Korean
 Ethnic Make-up: Homogenous (except for small percentage of the population who are from elsewhere but
reside in the country permanently). It is one of the most racially pure countries in the world.
 Population: 51 million (2019 Est.)
 Population growth rate: 0.53% (2019 Est.)
 Climate: temperate, with rainfall heavier in summer than winter
 Currency: South Korean ‘won’
 Government: Republic
 Internet penetration: 92.1% (2016)\
 Traditional dress: hanbok
 Traditional Sport: martial arts (football, baseball, bull fighting, wrestling, kite flying)

KOREAN FLAG (taegukgi)

 The flag's background is white, a traditional color in Korean culture.

White was common in the daily attire of 19th-century Koreans, and it still
appears in contemporary versions of traditional Korean garments, such
as the hanbok. The colour represents peace and purity.
 The circle in the middle represents balance in the universe.
The red half represents positive cosmic forces, and the blue half
represents the opposing negative cosmic forces.
 Together, the trigrams represent movement and harmony as fundamental principles.
Each trigram (hangeul: 괘 [gwae]; hanja: 卦) represents one of the four classical elements as described
below:

Celestial Cardinal Natural

Trigram Koreanname Season Virtue Family Meaning
body direction element

justice
geon heaven spring east humanity father heaven
☰ (건 / 乾) (천 / 天) (춘 /春) (동 / 東) (인 / 仁) (부 / 父) (천 / 天)
(정의 /
正義)

fruition
ri sun autumn south righteousness daughter fire
☲ (리 / 離) (일 / 日) (추 /秋) (남 / 南) (의 / 義) (녀 / 女) (화 / 火)
(결실 /
結實)
 wisdom
gam moon winter north intelligence son water
☵ (감 / 坎) (월 / 月) (동 /冬) (북 / 北) (지 / 智) (자 / 子) (수 / 水)
(지혜 /
智慧)

vitality
gon earth summer west courtesy mother earth
☷ (곤 / 坤) (지 / 地) (하 /夏) (서 / 西) (례 / 禮) (모 / 母) (토 / 土)
(생명력 /
生命力)

BACKGROUND INFORMATION
 Long history of Korean conflict
 War between northern and southern regimes (1949-1953), leaving the North Korea communist, poor and
isolated.
 South Korea has burgeoning economy.
 Demilitarized zone (DMZ) – symbol of the ideological dispute between north and south Korea, is a poignant
reminder of the war and winds 155 miles across the Korean peninsula. ( the war did not actually end and
that an uneasy truce continues between the two zones)

COMMUNICATION
 Annyeong haseyo
MAIN LANGUAGE
 Han-gul (there are several dialects)
 Koreans tend to be reticent about using a new language until they feel able to express themselves
adequately and so they may be relatively more reserved in interactions than some other immigrants.

TRADITIONAL FAMILY VALUES

 Eldest sons inherit family leadership and wealth and will look after the parent
 Younger sons are expected to leave the home and live close by.

DIET AND NUTRITION

 Typical diet is vegetables
 With rice, the main staple along with vegetables and small amounts of meat
 The sugar, fat and caloric intake are lowered
 Ginseng is a herb that is commonly added to foods and drinks and may have interactional effects with
prescribed medications

STIGMAS
 Children with disabilities are seen as punishment on parents from ancestors.
 Physical problems are more readily accepted than mental illness which is seen as stigmatizing and
threatening.
  Homosexuality is not tolerated and would likely remain repressed so as to avoid community (and family)
ostracization.
DEATH AND DYING
 Organ donation is uncommon
 Die at home – the body must be kept for at least a few hours for viewing and showing respect.
 Cremation is common for those without relatives
 Respect for the dead is shown by an outward display of emotion (crying and moaning rituals)
 Eldest Son – must remain near the body and show his emotion

SPECIAL EVENTS
 The Lunar Year ‘Seol-nal’ (Chinese New Year), holds much importance for Koreans.
 It is a 3 day holiday, people make pilgrimages to their hometowns where they gather together with their
extended families.
 The holiday includes – many traditions and opportunities for food preparation and ancestor worship.
 Dates are determined by the Chinese Lunar Calendar (Jan to Feb)
o Spend time in hospital or to have diagnostic tests during the celebrations as time with family is really
important.
o Often postponed to the 15th day of Lunar New Year.
 “CHUSEOK” – Korean’s Thanksgiving Day

SPIRITUAL PRACTICES
 It is not uncommon for a Korean to encompass several spiritual views into a religious belief system
1. BUDDHISIM
2. CHRISTIANITY
3. CONFUCIANISM, TAOISM, SHAMANISM
 Shamanism – not widely practiced today, but has woven a colourful and rich tradition into many aspects of
the culture.
- Has been kept alive and that the number of shamans in Korea is in fact growing, although it is has
not been incorporated into any religious system.

RELIGION AND BELIEFS

 South Korea supports religious freedom

 Confucianism, Buddhism and Christianity are the main formal religions
 Many Koreans believe in the ancestral spirit and observe Confucian rituals
 Confucianism is a political and social philosophy that pervades Korean culture

MAJOR CELEBRATIONS / SECULAR CELEBRATIONS

 There are two main national holidays

o New Year’s Day (second full moon after winter solstice)
 o Chuseok (the eighth full moon)
 Celebrations for these festivals are based around ancestors, family, games, harvest festivals and food.

THE FAMILY

 The family unit is an integral part of customs and life in South Korea
 Arranged marriages are common
 Marriage is regarded as a rite of passage
 Divorce was rare but has become more common in recent years
 Patriarchal lineage is ubiquitous and links ancestors through the husband’s line
o Traditionally, the eldest son inherited, however, this has recently altered and is now equal by
law
o The eldest son bears extra responsibility to his family and it is supposed that he will care for his
parents in their old age

SOCIAL STRATIFICATION

 Since the Kabo Reforms of 1894 there has been no traditional gentry
o 60% of Koreans considered themselves to be middle class
o Class position is often linked to educational attainment
 Industrialisation and urbanisation contribute to class difference
 Family, upbringing, wealth, education and occupation contribute to social standing
 Symbols of status include;
o large homes, chauffeur driven cars, dress, membership to certain clubs, and higher educational
degrees

GENDER ROLES

 Equality of the sexes is constitutional

 Daily life is dominated by male guidance within a primarily patriarchal society
 Social organisation is influenced by gender and age
 47.7% of adult females worked outside the home (1998)
o Women occupied 2.3% of provincial and local seats in (1999)
o Women dominate Shamanism as priestesses but have limited roles within Christian and Buddhist
religions
o Women are expected to be submissive in public situations and at informal gatherings
o Women are considered more independent than their male counterparts

SOCIALIZATION

 Daily care of infants is primarily parent based for at least the first two years with little, or no, separation from
the mother
 Patriarchal obedience, cooperation, respect for elders, and familial piety are imbued into early childhood
 Gender specific roles are encouraged within the family and education system
 Sons generally receive the best education and remain more dependent upon their family, even into marriage

THE ECONOMY
 South Korea changed from an underdeveloped country, to the 11th largest economy globally, within one
generation
 48% of all exports are electronic
 31% of exports are transport related (cars, boats, etc)

FOOD

 Korean cuisine is based on rice, vegetables and meat

 ‘Kimchi’ is the national dish and is eaten with most meals
o Kimchi is made from a variety of vegetables which are then fermented and can be stored for long
periods of time
 Banchan are side dishes – these are often made in large numbers and are served along with the main dish
 Food is used in ceremonies, especially at weddings, birthdays and to honour ancestors

SOME KOREAN FOODS

 OEDDEOK (sweet syrupy pancakes)

 BULGOGI (marinated beef barbeque)
 SAMGYEOPSAL (pork strips)
 JAPCHAE (stir-fried noodles)
 KIMCHI (fermented vegetables)
 DDUKBOKKI (spicy rice cake)
 SUNDUBU-JJIGAE (soft tofu stew)
 BIBIMBAP (mixed rice)

ARTS, HUMANITIES AND POPULAR CULTURE

 Historically, Chinese and Japanese influences were seen in South Korean art; aesthetic concepts and motifs
were shared
 Korean music and arts were linked to natural cycles and religion, giving rise to a folk culture in rural areas that
are still considered popular
o ‘Gangnam Style’ by Psy, a South Korean musician, achieved worldwide fame in 2012. The song refers
to the Gangnam District of Seoul, a trendy, classy area, equated with London, Paris or Hollywood
 Foreign influences have produced a fast food and coffee culture in recent years, especially within Seoul
 Language has altered with the introduction of some Western phrases such as ‘eye shopping’ (window
shopping)

NAMING CONVENTIONS

 In South Korea names operate in the reverse of Western cultures; Family name (surname), a second family name shared
by all of that generation, and finally their given name.
 It is considered very impolite to address a Korean with his or her given name.
 They should be addressed using their professional titles, or Mr, Mrs Etc, until permission is given otherwise.

MEETING AND GREETING

 Bowing is the traditional way to greet in South Korea

 Handshakes often accompany the bow among men
 Your left hand should support your right forearm when shaking hands
 Korean women do not always shake hands and may slightly nod instead of a full bow
 Always bow to individuals when departing

COMMUNICATION STYLE

 Communication can be complicated in South Korea due to an inherent dislike of saying ‘no’ as it is considered
poor etiquette
 Discussions can be prolonged due to the avoidance of declining or refusing
o If disquiet is verbally or visibly displayed it is a sure sign that something is amiss
 Good posture and positive body language is most beneficial in meetings; patience and politeness must be
maintained throughout
 Do not use excessive or overt body language
o Use two hands, or support your right arm with your left, when passing on business cards, gifts,
or when receiving an item
 Respect, trust and satisfaction are displayed through a deeper bow

PERSONAL SPACE

 It is insulting for Koreans to be touched by someone with whom they are unfamiliar; don’t pat them on the
back or hug them
 Prolonged, direct eye contact can be inferred as a challenge and is seen as impolite, especially when dealing
with others of a higher social standing
 Keep your body within its own personal space; avoid extended or crossed legs and limit arm movements
when explaining something so as to evade others’ personal space
 If calling someone over to you do not point with your index finger, instead use your hand palm down in a claw
movement
 In cities (especially Seoul) pushing, shoving and touching are regular occurrences – don’t be offended by the
lack of apologies
 Friends, of both sexes, will often walk arm in arm together, especially teenagers and the younger generations

GIFT GIVING ETIQUETTE

 Koreans are generous people and enjoy giving gifts

 Accept the gift with both hands – but never open the gift immediately, wait until the giver is absent
o Return the favour and offer something of a similar value. Koreans enjoy Western gifts and
items so be prepared before leaving home
 If giving gifts be sure to wrap and present them in an attractive way. Avoid using dark wrapping paper,
especially red, instead choose bright yellow/green
 If invited to a Korean home always take the hostess a gift; chocolates, sweets, cakes or flowers but preferably
not alcohol
 Gifts are often given at the first business meeting and the host should present his first.
o To reciprocate, give good quality alcohol such as scotch, or desk accessories
 Do not give overly expensive gifts as Koreans feel indebted to give as they receive
 Avoid gifts such as knives, scissors, sets of four, and red writing (these are seen as ‘cutting ties’ and signifying
death respectively)

DINING AND FOOD

 Always wait to be seated by your host. If given the seat of honour (looking at the front door) it is polite to
demonstrate a slight objection
 Elders are served first and begin the dining process
o Food and dining are important parts of Korean culture and are used to build relationships. Be
sociable and work at shaping good associations for pleasure and business as they are
interlinked
 Don’t pour your own drink, although it is considered good manners to pour another’s.
o Women often pour for men but not for other women. Rather than refuse more drink
(remember, Koreans don’t like outright refusal) simply leave your glass part full, as opposed to
empty
 Do not tip if you see a ‘no tipping’ sign
 There are often prolonged periods of silence during Korean meals – socialising can happen once everyone
has feasted
 Don’t forget to pass and receive food with two hands or with just your right if it is supported by your left
 When it comes to settling the bill, the invitee may offer to pay but the host will generally pay for
everyone.
o If you are invited to continue after dinner with drinks or a party, don’t refuse this invitation.
 On occasion you may be asked to sing a solo after dinner.
o Try not to refuse this request, instead sing with enthusiasm and spirit
 Do not point with your chopsticks, or leave them sticking out of your bowl
 The national drink of Korea is ‘Soju’, a clear vodka-like drink that is generally 18-25% alcohol

VISITING A HOME

 Always remove your shoes before entering a Korean home (in recent years there has been an increase in
Western culture and this may not always be the case - follow the lead of your host if unsure)
 It is possible to arrive up to thirty minutes late without causing offence but punctuality is highly respected
 Remember, never pour your own drink. The host will do this in your presence
 Being invited into a Korean’s home is considered an honour (especially if it is for a meal) so it is essential to
treat it as such.
o Be polite, respectful and observe their customs
 Bring a gift to reciprocate your host’s kindness
 Once the party is over you will usually be escorted to your car or the gate by the host.
o This is a sign of respect

TABOOS IN SOUTH KOREAN CULTURE

 Do not wear your shoes in places of worship or peoples’ homes

 Do not put your feet on furniture
 Do not eat or drink in public places while walking
 Do not place your thumb between your middle and index finger while making a fist as this an obscene gesture
 Do not use red ink. This is a symbol of death and is reserved only for writing the names of the deceased. It is
considered unlucky and suggests you wish death to the recipient
 Do not use the number four if at all possible – if giving gifts, do not give four of something. It is considered
unlucky due to the similarity between the Korean word for death and the pronunciation of the word ‘four’
 Do not stand too close to people you are meeting for the first time – keep an arms length between you
 BUSINESS CULTURE, ETIQUETTE AND PROTOCOL IN SOUTH KOREA
 If you are considering doing business in South Korea, or with a South Korean, it is essential
to understand their culture and business etiquette to maximise your potential and avoid
any unnecessary awkwardness.
 Korean culture is profoundly influenced by Confucian principles and this pervades not only personal lives,
but also business. Confucianism supports group harmony, respect for elders and authority, the importance
of family, friendship and ancestors, and also, tradition. Kibun (equivalent to face, or honour) is highly
significant to Koreans and they will always attempt to maintain their Kibun, or personal dignity.
Confrontation is to be avoided at all cost as once Kibun is lost it cannot be regained.
 In South Korea, good relationships are crucial to success both in personal and business circles, and these
are assimilated within the business world. Korean’s make friends first, and clients second. To make the
most of your business acumen you must also appear trustworthy, honourable and respectable in a social
and business setting.
 Korean business is founded upon relationships; even large corporations are often family managed with
members still acting in executive positions. The Confucian principles regarding respect for age, family, rank
and tradition have ensured the continuance of this system. There have been recent calls for reforms, due
to economic downturns, in Korea but this will take time due to the entrenched systems in place.
 Alongside the formal power structures in place within a company one must learn to recognise, and assess,
the informal structures which may be based on long-standing family ties, personal relationships and
allegiances. Insight into these practises will ensure a greater comprehension of Korean business etiquette.

WHAT TO WEAR

 Dress is conventional and conservative for both women and men

 Dark suits, white shirt and tie are accepted as the norm for men
 Suits, dresses, or blouse and skirt are acknowledged for women. Trousers are not generally worn for business
 Women should avoid sleeveless, tight-fitting garments
 Colours should be understated and traditional
 Good quality accessories are accepted
 Be aware that winter can be very cold, and summer very hot, in South Korea

TITLES

 As discussed previously, Koreans have three names; they are used in order of surname, generation name, and
then given name.
 If unsure address people as Mr_____ (surname) or surname ______ and then their title (teacher, professor,
etc)
 Generally, Koreans will offer you their name, which may be a westernised version of their Korean name

BUSINESS CARDS

 Business cards are considered important and ritualistic in Korea

 It is advisable to have one side printed in English and the other in Korean
 Give and receive cards with both hands, with the Korean side uppermost for ease of reading
 Take time to read and examine the cards you are given – it is respectful
 Place cards in a holder to keep them safe and show you are treating them well
 Never write on or mark the cards you are given

MEETINGS

 Organise your meeting ahead of time, giving plenty of notice

 Arrive punctually and be prepared
 The most senior Korean will enter and be seated first
 As Koreans live and conduct business within a Confucian framework, initial meetings are often used in an
introductory fashion and business may be instigated later
 Do not show impatience at this stage as these pleasantries are a way of getting to know you
 Only remove your jacket once the senior Korean does
 Choose delegates who are on par with their Korean counterparts – this shows respect and knowledge
 Exchange business cards in a respectful manner after the initial introductions
 Ask open ended questions that do not require a yes or no answer as Koreans dislike refusals

NEGOTIATING

 Allow the senior Korean to instigate business discussions

 Phrase questions in a manner that allows for discussion (Ask ‘When can we expect delivery?’ And not, ‘Will
delivery be within two weeks?’)
 Avoid using an outright ‘No’ in response to questions
 Be aware of others’ Kibun – do not force an issue if you sense reluctance as you may harm you own dignity
and lose their respect
 Always show respect for senior colleagues and management
 There are often times of silence during meetings, try not to break these as they are moments of
contemplation and show consideration for others
 Avoid a hard sell and forceful negotiations – remember Kibun

MANAGEMENT

 Korean business and personal lives are based upon strict hierarchical structures
 Confucianism supports this structure within the family and workplace
 Older and senior delegates should be deferred to at all times
 'Sonsaengnim' means "respected person" and is frequently used when addressing someone of a higher
position
 In South Korea managers take a paternalistic role with employees and may be familiar with staff in a personal
manner
 This allows for a mutual respect and understanding so don’t be put off if asked questions of a personal nature