KOREA – culture study
Drinking
The drinking culture in Korea was characterized by more social drinking than by drinking
alone at home. The drinking behavior was often one-shot at a time rather than drinking a little
sip.
Instead of meeting up in one place and staying there the entire night, groups of Korean friends
will jump around from place to place in what is called “rounds” (cha in Korean). Sometimes
it’s to change up the activity (i.e. restaurant for eating -> cafe for coffee) or simply just a
change of venue (i.e. drinking at a bar -> drinking at a chicken joint). Whatever the case, be
ready to move around. Thus, drinking rounds were distinguished into three cases of venues:
drinking with meals, post-meal drinking, and drinking late at night or continued until dawn.
Drinking at receptions of guests signified that subjects were either invited to the reception or
they hosted the reception.
Foreigners
Although most places in Korea welcome foreigners, there are still some businesses that ban
foreigners from entering. A sauna in Busan – “Bally Aqua Land” – has even more peculiar
rules. It does not explicitly ban foreigners, but denies entry to foreign-looking customers,
claiming that Koreans, the majority of their customers, would otherwise feel uncomfortable.
One of the sauna’s staff members explained the policy by saying: “We are okay with people
from Asia. They look like us and it is hard to tell whether they are foreigners or not. But we
do not allow those very big and tall people, who clearly look like foreigners.” She also noted
that sometimes foreigners behave inappropriately: foreign men trying to sneak into the
women-only bathing area, or foreign couples displaying affection publicly.
No Foreigners Allowed” policies are, in fact, not illegal in Korea. The legal system allows
businesses to deny service to would-be customers based on nationality. Although recently the
flow of foreigners coming into Korea has greatly increased (from 2006 to 2015, the number
of foreign residents has more than tripled: from 537,000 to 1,741,919 people), South Korea
has still not adopted anti-discrimination laws that would protect foreigners.
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Discrimination against foreigners in Korea is based not only on a person’s nationality and
physical appearance, but also on the level of education, income and occupation. According to
a survey by the Gyeonggi Institute of Research and Policy Development for Migrants’
Human Rights of 560 foreign residents in 2015, 43.7% felt discriminated against at their
workplaces. In another survey conducted by the Ministry of Gender Equality and
Family in 2015, about 60% of Koreans said that Korean nationals should have priority over
foreigners for jobs, while more than 31% did not want immigrants as neighbors.
But why does South Korea, a country with an increasingly diverse population, have such a
problem? First, Korean society has always been homogeneous, and integration into such a
society is always more difficult. Problems of integrating into a society where people share the
same language, ethnicity and cultural values can be seen in other countries as well. For
example in Japan, where Japanese people think of themselves as a homogeneous society with
a strong sense of group and national identity. Japan has a high level of foreign population
discrimination: almost 40 % of foreign residents who sought housing in Japan had
applications turned down and almost about 25% were denied jobs in the past five years.
A sense of national identity is a strong in Korea, characterized by what some Koreans claim is
a, “thousand years of ‘pure’ ancestral bloodlines, common language, customs, and
history.” Korea constantly faced invasions from China, Japan, the US, and therefore had to be
very protective to guard against its enemies. Thus, Japanese occupation from 1910 to 1945, in
which the colonial government was both building up Korean industrial capabilities while
trying to purge Korea of its traditional culture and identity, strengthened the feeling of
national identity in Korea.
Finally, due to rapid economic development, South Korea has started differentiating countries
according to their economic status, which then influences popular attitudes toward certain
nationalities. Koreans perceive developed countries such as the United States and the United
Kingdom as superiors whom they should learn from, while viewing economically developing
countries as inferiors and therefore find discrimination acceptable. Korean discrimination is
mostly targeted against poor Southeast Asian men who are thought to come to Korea to
do the 3-D (dirty, dangerous, and demeaning) jobs, and women who are thought to come to
Korea to marry well.
South Koreans are serious about their reputation for hospitality, but a recent survey of foreign
tourists shows that Western and Asian visitors rate the level of friendliness differently.
The survey by the Korea Culture and Tourism Institute (KCTI), participated in by 5,800
tourists from 16 countries during the first half of the year, found Germans to be most
impressed by Korean hospitality, with 79.9 percent of them saying "yes" to the question "Are
South Koreans friendly?"
However, the experience of Asian visitors seemed to be quite another matter altogether.
Tourists from Thailand and Japan were among the more generous among Asian travelers, and
yet less than 49 percent of each group rated Koreans as friendly.
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Confucian values: South Korean society operates according to Confucian values. These state
that people should respect authority, respect the collective, behave virtuously, work hard and
learn hard, avoid extremes and live moderately. You will find that, if you can demonstrate
these qualities, you will be more successful in your business relationships.
Kibun: There is also the concept of “face” (kibun), which is found in so many Asian
societies. South Koreans strive for harmony in their business and personal relationships. To
prevent loss of face, they will avoid confrontation or will tell others what they want to hear
rather than tackling issues head on. For example, rather than say “no”, they might say “I’ll
try.” This allows both the person making the request and the person turning it down to save
face and maintain harmony in the relationship. Some Westerners can find this approach
confusing. Try rephrasing the question in different ways so you can compare the answers you
get. South Koreans are very protective of their kibun, or personal dignity. If you threaten it,
you risk being excluded from future decision-making, so be very careful in your business
negotiations and always be respectful and mindful of kibun.
Business Etiquette
Relationship building
Everything depends on personal relationships so it is important to spend time establishing a
good working relationship and building trust with South Koreans. Sport, families and hobbies
are all good topics of conversation. South Koreans may enquire about your personal life, in an
attempt to establish your age and status, and to build a relationship with you. You should
answer these questions honestly and openly, but without being boastful.
Meetings
You will need to book meetings well in advance and make sure you arrive punctually, even if
your host does not. Your approach should be formal but friendly, although avoid making
jokes as this could be interpreted as a lack of respect for your host.
The top-down management style of South Korean companies means it is important to show
respect for authority. Ideally, the most senior person in the team should enter the room first
and greet the most senior South Korean representative.
Handshakes
A slight bow, followed by a handshake, is the preferred way of greeting somebody in South
Korea. More junior personnel will bow first to their senior colleagues. You should wait for
more senior personnel to offer their hand first.
Body language
Body language is an important way of showing respect towards someone older or a more
senior person in South Korea, as is using their honorific title when greeting them.
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Keeping your legs straight and your upper body in a slight stoop denotes respect. A slight bow
is also used when expressing an apology (for example, if you tread on somebody’s foot). You
should also bow deeply when saying goodbye and say Annyeong-hee-gaseyo.
Sneezing and blowing your nose in public is considered rude (and sometimes funny). If you
have to sneeze, try to make it quiet. If you do sneeze in front of somebody, make sure you
apologise.
Use both hands when giving or receiving anything (including business cards), as it is regarded
as polite.
Gift giving
The culture of gift giving persists in Korea, particularly for formal meetings and meetings
between very senior people. Also, when travelling overseas, taking a gift for your host (and
reciprocating) is not uncommon. For working level business meetings, gifts are rare.
However, hosting meals is expected.
Giving small gifts is part of the process of building a business relationship in South Korea.
Items from the UK or your particular region will be especially well-received, as will items
branded with your company logo. It is customary for South Koreans to refuse the gift once or
twice as a gesture of humility.
Religion & 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
The Economy
South Korea changed from an underdeveloped country, to the 11th largest economy globally,
within one generation
South Korea is heavily dependent upon exports for its GDP; almost half of its business is
exported through products or services
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
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
Personal Space
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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
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. 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. 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
