Table of contents:

I. Introduction 2

II. General facts and information of South Korea 2

1. Geographical location and its cultural influence 2
2. Korean language 2
3. Major celebrations of Korea 2
4. South Korean cuisine 3
5. Korean traditional clothing 3
6. Korean wave - “Hallyu” 3

III. Nonverbal communication cues in South Korean culture 4

1. Personal space and behaviors relating to it 4
2. Etiquette in face-to-face communication 4
3. Touching & Public displays of affection 5
4. Roles of the hands in indirect communication 5

IV. Business culture in South Korea 6

1. Business card rituals 6
2. Business greetings 6
3. Gift giving 7
4. Dining etiquette 7

V. Hofstede’s cultural dimensions theory 7

1. Individualism - Collectivism 7
2. Masculinity - Femininity 8
3. Power distance 8
4. Uncertainty avoidance 9
5. Long-term orientation- Short-term orientation 9
6. Indulgence - Restraint 10

VI. South Korea’s cultural dimensions according to Storti’s theory 10

1. Universalism versus Particularism 10
2. Monochronic versus Polychronic 11
3. Internal versus External (locus of control) 11

VII. Conclusion 12

1
 I. Introduction
The Republic of Korea or Korea for short, commonly referred to as South Korea
in the Western world, was established and developed independently from North Korea
since the division of Korea in 1948. After that division, based on the traditional culture
of Ancient Korea, Contemporary Korean culture flourished in its own way and became
unique, undergoing industrialization, urbanization, and Westernization. However, it
was not until the early days of Hallyuwood - the global popularity of South Korea’s
cultural economy exporting pop culture, entertainment, music, TV dramas and movies
- that contemporary Korean culture has become globally prevalent. Subsequently, the
contemporary culture of Korea, in our modernized world, is one of the most worldwide
preeminent cultures. Along with the general facts about Korea, in this paper, non-verbal
cues, business culture and dimensions of Korea are the main topics that are examined.

II. General facts and information of South Korea

1. Geographical location and its cultural influence

The entire Korea is a small peninsula located between China and Japan. In spite
of Korean division into 2 sovereign states with the 38th parallel as the dividing line,
both regions are significantly culturally influenced by Chinese and Japanese cultures.
Korean Confucianism, which emphasizes the importance of hierarchy, originated from
China. Korean and Japanese languages also have several similarities in terms of
vocabulary and grammar. For example, in speech, Korean and Japanese tend to change
verb endings to show respect to the listeners.

2. Korean language

In fact, Korean people did not have their own alphabet system until King Sejong
invented “Hangul” in the 15th century. Before then, Koreans used the Chinese alphabet
and characters (called “Hanja”). But not only were the Chinese characters difficult to
learn, they did not even match up with how Korean people actually speak. Thus, the
king created the Hangul script, which was designed specifically for Koreans, to
encourage literacy amongst his subjects.

3. Major celebrations of Korea

One of the most important celebrations in Korea is “Seollal” or “Seol” (Lunar

New Year). They believe they can grow one year older after eating a bowl of rice cake
soup called “tteokguk” on that day. Moreover, the elders receive a deep traditional bow
and new year wishes from their juniors, which is called “sebae” (New Year’s bow).
Then, the elders reward this gesture by giving them New year’s gift money.

2
 Another major holiday of Korea is “Chuseok” (also known as Korean
Thanksgiving), which is celebrated on the 15th day of the 8th lunar month. Each year,
all family members gather together and express their gratitude to their ancestors and
nature with newly harvested crops and fruits.

4. South Korean cuisine

“Kimchi” is a special traditional food commonly served with Korean meals. It is

made by seasoning preserved vegetables with spices and fermented seafood. Although
kimchi is available in most supermarkets nowadays, many families still dedicate much
time to making their own. In 2013, “Kimjang” - an annual event held to make a large
amount of kimchi in preparation for the winter in South Korea - was recognized as an
Intangible Cultural Heritage of Humanity by UNESCO.

Other popular Korean dishes are bibimbap (rice mixed with vegetables, egg, a
spicy sauce, and sometimes meat), jjajangmyŏn (noodles in a black-bean sauce),
pulgogi (or bulgogi; marinated meat grilled over charcoal), and samgyetang (a soup of
stewed whole chicken stuffed with rice and ginseng).

5. Korean traditional clothing

The Traditional Korean outfit is “Hanbok”. It is typically worn in significant

occasions and holidays such as marriage ceremonies, family celebrations, and
traditional festivals. Regardless of differences in Hanbok’s usage, all hanboks have the
same fundamental aesthetic framework, which are based on Korean’s fondness for the
natural, the desire for supernatural protection and blessings.

The design of “hanbok” has lots of hidden significance. Vibrant colors of hanbok
matched with the five elements of the yin-and-yang theory: white (metal), red (fire),
blue (wood), black (water) and yellow (earth). In the past, patterns were embroidered
on the Korean traditional dress to express the wearer’s desires. For example, peonies on
the bridal dress represented a wish for honor and wealth. Dragons, phoenixes, tigers and
cranes were only allowed for the hanbok of royalty and high-ranking officials.

6. Korean wave - “Hallyu”

The term “Hallyu” originated in the Chinese language that translates as “Korean
Wave”. It relates to the growth of Korea's cultural economy globally, particularly in
terms of K-pop, K-dramas, films, and other Korean entertainment genres.

In 1999, a Chinese journalist first coined the term “Hallyu”, which was
considered the official beginning of the Korean wave. Several TV dramas and movies
were released at that time and became increasingly well-liked in Asian countries outside

3
of South Korea. Among these were the famous dramas: “Autumn in My Heart”, “Winter
Sonata”, and “My Sassy Girl”. Then, in 2012 when the famous K-pop artist PSY
launched “Gangnam Style” Hallyu was ignited in Western nations. The song and its
dance were so popular that its influence swept around the world as soon as it was
released.

III. Nonverbal communication cues in South Korean culture

1. Personal space and behaviors relating to it

In South Korea, one should always be mindful to not have any physical contact
with a stranger, like touching or patting, as it is considered to be a personal violation.
Of course, in busy urban areas, such as the city of Seoul in particular, people living
there are accustomed to being in close contact with strangers in public spaces, so
accidental pushing and bumping are usually considered acceptable in this situation, and
most of the time, people don’t have to apologize for invading personal space in crowded
public spaces.

There are certainly many behaviors in Korean culture that one must avoid as they
are deemed rude and unbecoming. Some of these are easy to understand, such as
sneezing in closed space: if a person has to sneeze in a classroom or an office, he or she
would excuse themselves from the room before sneezing. An example of more subtle
behaviors in Korean culture is pointing: whether it’s pointing at a person, a place or at
a general direction, one must avoid pointing with their index finger; such gesture is
quite inappropriate as it might violate Korean people’s personal space and offend them,
especially if they’re being pointed at, intentionally or not. Due to this, the acceptable
pointing gesture in South Korea is to point with their entire hand open.

2. Etiquette in face-to-face communication

As mentioned above, personal space is of significant importance in urban public

spaces. Because of this, proper Korean social etiquette requires maintaining some space
in a face-to-face situation; for example, when two strangers directly have a
conversation, in order to be courteous, they would usually keep a distance of about an
arm’s length from each other. Otherwise, personal space is not too much a concern when
it comes to interacting with close friends and family members.

It is customary for younger Korean people and junior personnels to greet their
superiors by bowing first, and only shake hands after the other person initiates it.
However, when you are a foreigner greeting a stranger in South Korea, some usually
necessary greeting customs, such as bowing, are not strictly necessary. This is because
South Korean society has had plenty of exposure to other cultures from foreign business

4
coming into the country, and most people here have already expected foreigners to
usually greet in Western fashion - that is, shaking hands.

Eye contact is acceptable in some situations, such as in a friendly talk or a

discussion. However, it is often not appropriate to have too much eye contact when one
is dealing with older people, or those with higher status. In fact, in many South Korean
workplaces, some employees might avoid eye contact with their superiors on a daily
basis, even when the superiors directly address them, or rebuke them in a meeting.

Another detail to look out for is facial expressions in communication: in Korean

culture, showing too much emotion through expressions is seen as an indicator of being
shallow and disrespectful. Because of this, Korean people often keep facial expressions
to a minimum outside of friendly and informal situations, or when they want to show
great disapproval at something. This cultural behavior, combined with the fact that
Korean people prefer to speak in a firm and somewhat stern voice, might give off the
impression that South Koreans are cold to those not familiar with the culture. Thus, it
is necessary to remind oneself that from the Korean point of view, politeness is a lot
more valuable than being expressive.

3. Touching & Public displays of affection

Similar to other East Asian cultures with Confusian influence, Korean people
value being reserved and courteous. As such, conservative Korean elders generally
discourage physical acts of affection in public, even between family members, as these
behaviors are deemed greatly indecent. However, over the years, this has become less
and less of a taboo.

These days, younger people in South Korea usually don’t mind showing their
affection openly, and behaviors once considered extremely taboo in the past, such as
kissing, are somewhat more acceptable nowadays. In fact, same-sex, close friends may
feel comfortable with friendly touching and gestures, such as walking hand in hand,
with higher frequency than what might be considered to be the norm in more "open"
cultures in the West.

4. Roles of the hands in indirect communication

Other than hand gestures that have become universally common around the
world, such as shaking hands, there are a huge variety of unique behaviors and customs
involving the two hands which are used in many aspects of Korean life.

The right hand is the dominant hand for the majority of gestures in South Korean
culture. The reasons behind this involve traditional concepts relating to the influential
ancient Chinese religion of Daoism: “yin” and “yang”. Yang is associated with the right
hand, which is considered to be outwardly energetic, positive and masculine. Opposite

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to yang is yin, which is connected to the left hand, and is associated with coldness,
darkness and femininity.

Therefore, South Koreans predominantly use their right hand for many daily
actions: touching others, exchanging objects, shaking hands, beckoning somebody, etc.
As for the left hand, it is mostly reserved for greeting at funerals or performing certain
rituals for ancestors. Because of the negative concepts associated with yin and the left
hand, doing right-handed gestures with the left hand might be perceived by superstitious
South Koreans as giving bad luck to them. In modern-day South Korea, the majority of
Korean people, particularly those of younger generations or those living in modern
urban places, will not be bothered too much when someone uses their left hand by
mistake. Nevertheless, it should be avoided completely when interacting with the
elderly, or senior colleagues in a business meeting or otherwise formal situations.

IV. Business culture in South Korea

1. Business card rituals

Business cards exchanging is where the main emphasis is placed in South Korean
business cultures. The focus of any business activities lies in formal meetings; therefore,
business cards should be exchanged at the beginning of any meetings. Most South
Korean entrepreneurs prefer the way of giving and receiving the cards with both hands;
moreover, the card should be held with the thumbs and the top knuckle of each index
finger of both hands. The writing that includes the information of the owner should be
placed in a way that appears to be readable for the recipient. When receiving the card,
one should take a moment to express appreciativeness and remember the name and the
title of the giver. If one has to put the card on the table, it is notable to keep the card
face-up.

2. Business greetings

Keeping in mind the preferred way of greetings is regarded as the first and
foremost thing to do so as to have an impressive look from the others. A fairly normal
salutation in South Korean business culture is slightly bowing and not looking upward.
For the positions of hands, it is suggested to keep both hands straight at two sides or
folded in front of the stomach. South Koreans believe slouching in a moment as a
greeting would display respect towards one another.

Another style of salutation is a slight bow followed by a handshake. More junior

personnel will bow first to their senior colleagues. Some Koreans might support their
right forearm with their left hand to show respect to the other party. Nonetheless, one
still needs to be mindful of situations where bowing is used, one example is that South
Korean females sometimes prefer bowing over shaking hands when greeting males.

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This means it is necessary for a man greeting a Korean woman to let her initiate first,
as she might do it with either a bow or a handshake.

3. Gift giving

It might be fairly common in many countries to bring a small gift like a bottle of
wine or a bouquet of flowers to the house of the host if one is invited, and there is no
exception with South Korean business culture. Nonetheless, it is considered rude and
impolite to rip off the wrapping paper and open the gifts in front of the host. Just like
business cards, gifts should be given and received with both hands to display gratitude.

In a business meeting, a formal presentation of the gifts is regarded as an

appreciation towards a successful business deal that has been made. Nonetheless, the
gifts should be meaningful to the receiver; therefore, this might be viewed as quite tough
to many gift givers.

4. Dining etiquette

South Koreans believe those who work in the business field are expected to be
social since developing business relationships requires sharing meals together.
There are many things that should be kept in mind for better preparation. Since
one has to remove shoes prior to getting to the eating place, it is suggested to have clean
feet and think of socks to wear beforehand as a way of preparing for being presentable.
Concerning beverages, it is disrespectful if one refuses any beverages that are offered,
even though one is not obligated to consume. As regarding business discussions during
meals, one is advised to start any business discussions merely when the host has brought
it up. When the meal is done, splitting costs should not be done as it is rude to many. In
that case, it is most common that the host will pay for the meal.

V. South Korea’s cultural dimensions according to Hofstede’s theory

1. Individualism - Collectivism

As a typical Asian country, Korea is deeply influenced by Confucian beliefs,

causing them a collectivist society. A low score of 18 in the individualism-collectivism
dimension by Hofstede indicates that Korea is a very collectivist society. Korea may
abounds with aspects considered as typical characteristics of collectivistic culture such
as avoidance to aggressive communication and direct communication, loyalty to the
group, etc, but, Hofstede claims that the closely collectivist characteristic of Korea is a
close long-term commitment to the member group, such as a family, extended family,
or extended relationships. This trend can be traced to the fact that Confucianism places
great emphasis on the value of harmony in the family and relationships. Indeed, Koreans
often do not see themselves as isolated individuals but as interdependent with others or

7
as a part of a social group. Generally, they own their sense of identity through social
relationships. For instance, Koreans usually don't say the words like “my family”, “my
school”, “my company”. Instead, they say “our family”, “our school”, “our company”.

Pot tendency (냄비 근성) and sensing or quick-quitted (눈치)

are mainstream cultures relating to Korea’s collectivism that
portray the nature of the Korean. Pot tendency is a mockery
used by the Koreans to describe how quickly and passionately
they follow a fashion or respond to a circumstance like a pot
on fire, then get cold when they are not interested anymore.
Sensing culture is to focus on other people's attitude when
acting or deciding rather than one's own wish.

2. Masculinity - Femininity

In terms of masculinity-femininity dimension, at a score of 39, Korea is

classified as a feminine society. It may be somewhat controversial that a stifling society
abounding with competition and discrimination between men and women like Korea is
considered as a feminine country. It may be true that Korea is a highly competitive and
sexist society. However, according to Hofstede’s, feminine society focuses on “working
to live” and conflicts in this society are addressed by compromise and negotiation; And
this is the case for Korea. Indeed, while Koreans immerse themselves in jobs, many of
them do not strive for personal achievement, ambition or wealth but for a stable job
giving them a better life harmonious with their family without apprehension of money.
That reality can be attributed to the competing working envỉonment where the fear of
labor cutback proliferates. Besides, Korea is a collectivist society adhering to
Confuctian beliefs, causing them to cherish social groups, relationships and harmony.
Thus, Koreans tend to eschew individual preference in favor of family, social group or
society’s benefit.

3. Power distance

Korea, with a score of 60, is considered a society with a high power distance.
This means Korea is a hierarchical society whose power is centralized and subordinated.
That is, Korean people hold a belief that everybody has their own position in the world
and respect for those of higher rank, which is very familiar to Korean everyday life.
Respect, for instance, should always be shown to the older. Children, especially in the
family, are taught to be obedient to the elder and treat them with deep respect. They,
particularly, have to lower their gaze, wait for the adult’s opinion first, and express
theirs later.

8
 Korean business culture is also profoundly affected by its hierarchical society.
In fact, status is determined by age, position and network, causing management in
businesses to be paternalistic. The amount of respect the Koreans get at work, is based
on their status. A counterpart may even be the rule if he or she is older. Besides, seating
protocol during business meetings, also refer to the hierarchy. Depending on the
participant's status, they will be directed to the appropriate seat rather than just sitting
down on their favorite seat. As a rule, the highest ranking person on the host’s side will
sit at the head of the table and those of higher status sit closest to the highest ranking
individual.

4. Uncertainty avoidance

According to Hofstede, the uncertainty avoidance dimension reflects a culture

tolerance of ambiguity and acceptance of risk. South Korea scored 85 in the uncertainty
avoidance index, which means that Korea is one of the countries having the highest
level in the world. Therefore, the Koreans maintain rigid codes of belief and behavior.
They are also intolerant of unorthodox ideas. In Korea, the way to behave with other
people, especially with seniors, is considered one of the most crucial manners.
Additionally, Koreans prefer things being pregnant with traditional values such as
architecture, cuisine, customs, etc. For instance, in Korea, the restaurants are commonly
designed in a conventional way with sitting dining tables, paintings. Moreover, the main
material in almost all of them is wood combing with light effects, which creates a really
cozy feeling.

The uncertainty avoidance is also shown in the workplace. In each meeting,

Koreans often arrive early which shows their enthusiasm and responsibility. When
working on any project, Korean companies require employees to work with detailed
planning with clear and adequate preparation. When purchasing things, Koreans tend
to find as much information as possible to make sure that that item is worth buying. For
example, before buying a timber desk, buyers can make decisions through observing
“opinions of others” such as word-of-mouth, reviews, recommendations and ratings or
even through asking sellers directly.

5. Long-term orientation- Short-term orientation

Differing from the short-term oriented cultures which prefer to maintain time-
honored tradition and norms while viewing societal change with suspicion, the long-
term oriented cultures focus on dedication, education, motivation or even pragmatic
approach to prepare for the future.

Reaching the highest level (100 point) in the scale, South Korea is considered
one of the most pragmatic and long-term oriented societies. In the past, Korea was
definitely emblematic of the most considerable development in the world. During the

9
Japanese colonial period (1910-1945) as well as the civil war lasting for 3 years (1950-
1953), Korea had to suffer from a severe economic crisis. At that time, Korea was
considered one of the poorest countries in all parts of the world. However, Korea's
economy has surprised the world with its miraculous rise since 1960. Strong reforms
made Korea a powerhouse in industry and services. Currently, Korea is the 12th largest
economy in the world. It cannot be denied that, in order to achieve such an incredible
success, broad visions as well as policies play an essential role to create the development
of the whole country. That is evidence of the efficiency in planning for the future in
Korea. In reality, Koreans’ priority is to grow steadily rather than to reach the quarterly
profit. Especially in business culture, a good attitude is always required in a progressive
employee. Not only Korean companies but each employee needs to have a serious
attitude at work, constantly trying to learn and improve. That is called dedication and
enthusiasm for the future in the workplace.

6. Indulgence - Restraint

According to Hofstede’s research, with a low score of 29 in the indulgence,

South Korea society is shown to be one of Restraint. Thus, the preference of duty over
freedom is a characteristic of this society. Koreans tend to value or pay more attention
to duty and results than pleasure. People work hard and strive to fulfill their duties.
Interestingly, in Korea, social norms are considered utterly important, as a result, people
make efforts to adapt instead of following their personal needs to achieve gratification.
Being an idol in Korea is one of the most convincing evidence demonstrating exactly
this dimension. During training as well as working as an idol in Korea, Korean
celebrities are not allowed or even forbidden to have girlfriends/ boyfriends. They have
to spend most of their time in training rooms. Being in a relationship with someone can
hinder the development in their career path, so most famous people in Korea tend to get
married late. In business culture, the working time is 8 hours but Koreans tend to value
the result. Therefore, even though having finished the shift, the tasks are still
uncompleted, employees have to continue to accomplish them regardless of work
overtime or extra shifts. In addition, there is an unwritten rule that employees should
not leave until the boss or supervisors have left the company. Those things may be one
of the reasons for developing at a fast speed in this country.

VI. South Korea’s cultural dimensions according to Storti’s theory

1. Universalism versus Particularism

South Korea is a particularistic country where the whole society is mostly based
on social relationships. Personal relationships play an important role in the daily life of
South Koreans. In this country, there is a concept called “yongoism” which refers to the
connections among people from the same university, school, region, etc. People in this

10
group tend to highly value each other and not appreciate the outgroups. It means that
your responsibility is to treat your family, your friends and especially your ingroups the
best you can, and you let the rest of the world take care of itself. The concept of “fair”
in South Korea, interestingly, refers to treating everyone uniquely. Such a tendency
leads to an unfair working environment sometimes in which internal authority and rules
are dictated by the hierarchy and relationships. In this particularistic society, it may be
quite hard for an outgroup to get employed or advance their careers since kinship
especially has a huge influence on recruitment, compensation, or promotions. For that
reason, it is necessary for outgroups to make an effort to establish good connections
with other people in order to adapt as well as integrate into the community.

2. Monochronic versus Polychronic

There are some cultures that emphasize planning, punctuality, and precision,
which are called monochronic cultures. South Korea is a typical society of this group.
Time is considered to be a limited commodity and to be quantifiable. Koreans believe
that to use time wisely as well as avoid wasting it because “time is money”. Therefore,
time is precisely measured, planned and managed in this culture. For example, the
ingroups usually focus on one thing at a time and finish one thing before starting
another. It means that they know how to sharply distinguish between work time and
personal time. Not only does each individual increase their concentration but also
improves their productivity at work. Another important thing of the monochronic
culture is to avoid being late. South Koreans often attach great importance to
appointment times because making others wait is considered impolite and rude.
Additionally, they do not let external circumstances or unforeseen events interfere with
their schedules. Basically, once plans are made, they are not easy to change. Changes
in one specific plan can negatively affect other plans. Therefore, everyone always
follows the previously accepted plans to achieve their goals. South Korean culture,
generally, is a culture based on the value of productivity and the value of getting work
done “on time”.

3. Internal versus External (locus of control)

The main locus of control in South Korean culture is largely external to the
individual. According to Hofstede's analysis, South Korea is a collectivist and feminine
country with high power distance and high uncertainty avoidance. In addition, this
nation belongs to East Asia where the water rice culture originated. These lead to South
Koreans tending to be more dependent on powerful people as well as external
conditions. That is, they attribute all their successes and failures in their life to the
surrounding environment rather than their own actions. These people also highly
concentrate on group goals and act more cooperatively, incorporating groups such as
the family, the clan, the village, or the community. From the South Korean point of

11
 view, it is strongly believed that humans have limited control over their destiny and fate
plays an important role in life. Anything, therefore, that happens to your life cannot be
changed, and you have to accept them. A typical example of this cultural type is
romantic Korean dramas that often have the motif of a man and a woman meeting each
other unexpectedly and then falling in love. No matter how difficult and challenging, in
the end that couple will have a happy ending because fate has tied them together.

VII. Conclusion
Each and every country in the world has its own characteristics. Korea is no
exception. The dimensions, cultural aspects bring a deep insight into a totally new image
of Korea. That information definitely will be an indispensable preparation for people
who want to discover Korea through a different view, cooperate with Koreans or even
work for Korean companies.

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