A PROJECT REPORT

ON
WORKING AND COMMUNICATING ACROSS CULTURES

SOUTH KOREA
SUBMISSION DATE: 17 AUGUST 2013

AUTHOR: GROUP VII

SUBMITTED TO:

SIGNATURE:

PREFACE

This report has been prepared as a part of the end term project assigned for business
communication under the guidance of Prof. Sharad Sharma for trimester I. The aim of
the project is to study communication across the culture of South Korea.
The data collection for this project report has been done through secondary sources
consisting of scholarly articles available on webpages as well as discussions conducted
between the group members.
The project report starts with a background of the Korean culture followed by analysing
the business communication aspects of the same.

ACKNOWLEDGEMENT

We feel immensely pleased in presenting this report as a part of our project in Business
Communication.
We would like to extend our word of thanks to Mr Sharad Sharma for throwing light on
the different aspects of business communication, the formal and informal
communication, the techniques of effectively communicating in any business
environment, etc., and hence providing us an adequate path for the completion of this
report.
We would also like to thank all the seniors who had given their opinions regarding all
the queries that we had during the course of this research.

TABLE OF CONTENTS
1. Executive Summary
2. Introduction
2.1 Problem background
2.2 Objectives
2.3 Scope
3. Company profile
3.1 Module 1
3.1.1 South Korean Concepts and Values
3.1.2 Culture
3.1.3 Language
3.1.4 Korean Meal Guidelines
3.1.5 Significance of colours
3.1.6 Holidays
3.2 Module 2
3.2.1 Greetings
3.2.2 Gestures
3.2.3 Taboos
3.2.4 Difference in behaviour towards men and women
3.3 Module 3
3.3.1 Meetings
3.3.2 Business cards
3.3.3 Gift giving etiquettes
3.3.4 Dress etiquettes
3.3.5 Approach to change
3.3.6 Approach to time and priorities
3.3.7 Communication and negotiation styles

3.3.8 Alocohol an dbusiness environment

3.3.9 Drinking protocol
3.3.10 Business dining
3.3.11 Tipping etiquette
4. References

1. EXECUTIVE SUMMARY

It is imperative to understand the role different cultural backgrounds play in the process
of communication. Cultures provide people with ways of thinking, ways of seeing,
hearing, and interpreting the world. Thus the same words can mean different things to
people from different cultures, even when they speak the "same" language. Hence we
try to understand the communication rules and customs, their source of origin and their
present day impact in business communication with respect to Korea and India.
Through this project we aim to identify the bottlenecks, challenges as well as the
enriching aspects of cross cultural business communication in context to both the
cultures mentioned. In addition to this, being portrayed as a HR consultancy, we also
intend to train the client companies employees as to the norms of social behaviour in
the country, employees are to visit in the coming months by using language, culture and
local know-how to their positive advantage. The training solution includes information on
gestures, language, tipping, taking presents, handshakes, dressing & appearance,
significance of colours, behaviour at meals, language and its connotations and
interpretations, time and punctuality, differences in standard of behaviour for men and
women and all the other essential information that may be required by an employee to
work in Korea.

2. INTRODUCTION

Globally, people are interacting with each other more in recent years then they were in
the mid twentieth century. The increased interaction among people from around the
world has been enhanced greatly by the advancement of technology. Traditional
telephone communication increased and extended to countries and regions of the world
which did not have such facility before. Mobile phone communication has greatly
influenced the communication industry globally in ways which were otherwise limited
in traditional landline telecommunications.
The internet which has nowadays become the mostly sought source for information, has
also contributed enormously to the rise and stay of globalization. Increased numbers in
possession and use of television and radios are also contributing factors of globalization.
Globalization is a process of interaction and integration among the people, companies,
and governments of different nations, a process driven by international trade and
investment and aided by information technology. It has influences on political
structures, economic development and culture, actual well-being of people in societies
and also on the environment.

2.1 Problem Background

Certainly, industries, various corporations benefit from whatever merits that are
associated with the globalization process. Just as there are upsides, there are also
downsides which come with the whole globalization phenomenon. Culture difference is
the most prominent challenge facing the companies in the face and era of globalization.
The staff of various organizations regularly conducts deals and negotiations across
borders in the interest of the organizations members. Language therefore, becomes an
important aspect of the negotiations. Concern is also raised on how well people at each
end of the line perceive the wording and gestures in relation to their own cultures.
Cultural values between nations are different as they all possess individually unique
cultural attributes. Norms, beliefs, values and language amount to the cultural
differences in different countries. It is therefore crucial not to make decisions based on
how we operate in our home country.

2.2 Objective
Working in todays globalised, international and intercultural business world brings
with it many challenges. Our objective is to assist clients in overcoming such challenges
by using language, culture and local know-how to their positive advantage with regard
to South Korea.

2.3 Limitations
A number of alternatives were considered during this study with regards to choosing the
purpose, methodology and theories. Such results have been achieved because of the
choices made from the alternatives. Perhaps, there would have been different results
achieved if a different method and different purpose had been opted for. Considerations
were given to the environment and timeframe for the entire study.
For the purpose of this study, where culture have been used, it refers to the culture
that is shared by people in the organizations and also those shared by most people in
South Korea. Also, all staff of clients company are Polish and thus, share a common
culture.

2.4 Modules Classification

The training module that would be employed to train and acquaint the employees with
the culture and practices followed in South Korea would be divided into three sub
modules.

Module 1:
Introduction about the South Korean values, culture, language and people.
Total of 2 classes of 1.5 hours each.

Module 2:
Basic verbal and non-verbal communication like how to say hello, the various gestures,
taboos in South Korean culture etc. This module also highlights differences in
behaviour towards men and women.
Total of 3 classes of 1.5 hours each.

Module 3:
It deals with Business etiquettes like professional attire, professional greetings,
receiving and giving of gifts, business meetings, and the norms to be followed at
business dinners in South Korea . The module also provides the dos and donts when
dealing with Korean executives.
Total of 3 classes of 1.5 hours each.

3. DISCUSSION

Location: Eastern Asia, southern half of the Korean Peninsula bordering the East Sea
and the Yellow Sea
Capital: Seoul
Climate: Temperate, with rainfall heavier in summer than winter
Population: 49.78 million (World Bank, 2011)
Ethnic Make-up: Homogeneous (except for about 20,000 Chinese)
Religions: No affiliation 46%, Christians 26%, Buddhist 26%, Confucianist 1%, other
1%
Official language: South Korean
Official script: Hangul
Government: Republic
Currency: South Korean Won ()

3.1 Module 1

Officially known as the Republic of South Korea, South Korea has undergone
breathtakingly rapid economic development since the 1960s, becoming the largest
economy in Asia after Japan and China. Despite outside influences from its
neighbouring countries, South Korea has maintained a distinct and homogeneous
identity influenced by its religious beliefs and breath-taking landscapes. The people
share a common pride in the countrys unique cultural and linguistic heritage that has
emerged during her long and turbulent history. As a result, South Korea boasts an
enriched cultural outlook that is reflected in its current business culture.
South Korea has a mixed economic system in which the economy includes a variety of
private freedom, combined with centralized economic planning and government
regulation. It is a member of Asian Pacific Economic Cooperation (APEC).
Therefore to establish successful business relations with a South Korean company it is
imperative for any organisation to have a good understanding of the South Korean
cultures and customs. An insight into the South Koreans personal, business and social
settings is provided in the following pages.

3.1.1 South Korean Concepts and Values

South Koreans hold to firm Confucian traditions, which emphasize respect for
education, authorities and those who are older. Although modern South Koreans may
not adhere to Confucian principles as rigidly, these principles continue to underpin
many customs and business practices.
Given this Confucian influence, South Koreans intuitively establish hierarchical
relationships based upon the age, position, status and educational background of other
people relative to themselves. The ubiquitous Confucian beliefs and values of
contemporary South Korean society highlight a plethora of social concerns, and include
obligation towards others, respect for family, elders and authority, loyalty and honour.
Another key value concept is Kibun which can be closely associated to pride, mood or
state of mind. In order to maintain a South Koreans sense of Kibun, particularly in a
business context, one must show the proper respect and avoid causing loss of face. In a
culture where social harmony is essential, the ability to identify anothers state of mind,
often referred to as nunchi, is crucial to successful business ventures.
In South Korea, personal relations take precedence over business. In order to be
successful, it is vital to establish good, personal relationships based on mutual trust and
benefit. The business culture is firmly grounded in respectful rapport and in order to
establish this, it is essential that you have the right introduction and approach the
company through a mutual friend or acquaintance at the appropriate level. South
Koreans spend a significant amount of time developing and fostering personal contacts.

3.1.2 Culture

Korea is often dubbed as "The Land of the Morning Calm"... maybe in years past...
Present day Korea is a country that never sleeps, though the morning is generally one of
the calmest parts of the day. You can always find somewhere to go or something to do
at any hour of the day.
Oddly enough, despite the chaos and cacophony there are places you can go even in the
heart of Seoul where you can escape the fast-paced life and revel in the culture of
Korea.
Korean people are generally a friendly playful lot, more so when alcohol is involved.
They take great pride in their country and culture and are thrilled by any effort we
demonstrate to learn more about them and their language. Any time a foreigner speaks
in Korean he/she is constantly befriended and given hugs and arms around their
shoulder like that Korean person was their proud long lost brother/sister.

3.1.3 Language
About seventy million people speak South Koreans. Most live on the peninsula, but
more than five million live across the globe. Koreans is considered part of the Tungusic
branch of the Altaic group of the Ural-Altaic language family. It also has a close
relationship to Japanese in general structure, grammar, and vocabulary. The form of
Korean spoken around Seoul is regarded as standard. Major dialects differ mainly in
accent and intonation. Except for old Cheju dialect, all are mutually intelligible.
Despite the fact that many South Koreans get their education overseas, including the
very best universities of the USA, the lack of English language skills may still be
considered one of the biggest barriers to doing business in South Korea. The South
Korean educational system is continuously emphasizing improvements in the teaching
of oral English. An increasing number of business people especially at the higher
echelons are able to work proficiently in English.
South Korea has its own alphabet, hangul, consisting of 24 written characters (10
vowels and 14 consonants). In Seoul and larger urban areas South Korean road signs
and menus are often supplemented by information in English.
South Korea still has a tense relationship with Japan after a long history of conflict and
especially many years of occupation in the first half of the 20th century. Although older
South Koreans may still understand and speak some Japanese, it is not recommendable
to use brochures or other commercial material in Japanese in South Korea.

3.1.4 Korean meal guidelines

Korean meals include rice and soup, and a lot of side dishes called 'pan chan. They
accompany entrees free of charge. Many of the dishes will be extremely spicy. Rice is
the staple of each meal. It will be served with fish, beef, chicken, or pork, which may be
marinated and grilled at your table, then served in slices rolled in lettuce with rice and a
red bean paste.
Noodles are very popular, substituting for rice. There are a wide variety of rice, potato,
wheat and flour noodles, sometimes made at home. Ready-to-cook noodles are easily
available in the market. The host offers more food several times. After finished eating,
chopsticks should be placed on the table or on the rest. Leaving them sticking out of rice
is discouraged, since this is how offerings are made to ancestors. Bones and shells are
placed on the table or a spare plate.
Many Koreans eat similar meals for breakfast, lunch, and dinner. However, some young
people have started eating a simpler breakfast with coffee and toast, instead of a hot
breakfast with rice and soup. Every meal includes soup, which is normally served hot,
and may contain a number of ingredients, such as fish, bean paste, beef, and bean
sprouts.
Korean Food Items:Chap Chae: This dish consists of a mixture of clear noodles and a variety of cutup vegetables with meat.
Naeng Myun: This summer dish consists of buckwheat noodles in beef broth or
without a broth, served cold. It is also served with strips of beef, half a hardboiled egg and/or vegetables. Since some small eateries may not be careful
about sanitation, many Koreans will order this specialty only at very reputable
establishments.
Kim: This is seaweed, sometimes wrapped around vegetables and seasoned rice
to make kim bap, a common food to take on picnics.
Mandoo: These small dumplings, filled with delicious vegetables and meat,
originated in China. They are served in a hot soup [man doo gook], fried [goon
man doo] or steamed [jjin man doo].
Bee Bim Bap: A large bowl is filled with rice, small piles of colorful vegetables
are layered on top, and a barely cooked egg placed to one side. Customarily, a
generous amount of hot pepper paste is added to the bowl and then mixed with
the other contents.
Bulgogi: These are thin strips of beef that have been marinated in soy sauce,
garlic, green onions and sugar, then barbecued--often right at your table.
Bulgogoi is served only on special occasions, and often to impress visitors.
Kalbi: These are barbecued beef ribs, prepared in a similar way to bulgogi.

Kalbi Chim: This can be described as a beef rib casserole. The beef is seasoned
as it is in kalbi, simmered with carrots, mushrooms, chestnuts, and potatoes.
Yak Gwa: This is a fried biscuit made of honey, ginger, sesame oil, and pine
nuts. It is orange or brown and appears in the shape of a flower.
3.1.5 Significance of Colours
Colour is an integral element of corporate and marketing communications. It induces
moods and emotions, influences consumers perceptions and behaviour and helps
companies position or differentiate from the competition. Inappropriate choice of
product or package colours may also lead to strategic failure. Assuming a narrow
Western perspective of colours as universal and applying it to alien markets has often
led to cultural faux pas. A cross-cultural perspective of colour research and application
is imperative for developing effective global marketing strategies.
Taegeukgi, the national flag of Korea, is based on white color. There is a large circle
in the center of it. The circle is divided into two parts. One part is red, another is blue.
Taegeukgi
also
has
the
black
gwae
of
four.
Generally, the Korean people were called The white-clad folk, from a long time ago.
The word, the white-clad folk, refers to innocence. Moreover, on the national flag of
Korea, white represents both land and peace. That is, Korean people respect peace of
the world, and white stands for Koreas territory. According to that meaning, most
Koreans like white. They often wear Hanbok, which is traditional Korea clothes, or
wear white clothes on the first day of the New Years. By wearing white clothes, they
want to get a pure, innocent attitude. Traditionally, white represents the element metal
and the direction west.
Secondly, blue color symbolizes integrity, shade, water and ground. One of the two
parts, blue color, is contrasted with another one, red. The reason is that red means
brightness, fire and sky. Taken together, they stand for harmony. Like this, Koreans
regard blue as clean and as having integrity. The color blue is associated with the
element wood and the direction east.
Thirdly, one of the most important colors is red. Especially, the Korea of today has been
represented with a red color because of The Red Devil. Red devil is the name of the
supporters of the Korean soccer team. The beginning of this title goes back to the FIFA
World Youth Championship in Mexico in 1983. The team advanced to the semifinals.
So foreign speeches called them red furies with big surprise. Coming in to Korea, it
turned to Red Devil. Many Korean people wear red clothes and they crowd around the
city hall or other places for rooting. Traditionally red is associated with fire and the
southern direction. The color red also symbolizes passion and, historically, it was
inappropriate for Koreans to wear the color red.

Other than these, the color black is associated with mastery and the ending point of a
cycle in Korea. Black represents the darkness after mastery has been achieved, the place
beyond light. However, because Koreans believe that everything is based on a balance
of opposites, darkness is also necessary as an origin for light. Black corresponds with
the element of water and the direction north.
The color yellow symbolizes earth and the center direction. Yellow represents the
starting point for developing knowledge and expanding the mind. As one of the five
cardinal colors, yellow was traditionally worn, along with the other four colors, as part
of a stripe on Korean clothing. Wearing the five-color stripe was historically thought to
give children and royalty protection from evil spirits.
Blue and green were traditionally represented by a single word in Hangul, the Korean
language. Western influence brought a change in the view that green and blue are
variations of a single color and separate words for each color now exist in Hangul.
Currently, the color green symbolizes prosperity, a fresh start and auspicious
beginnings. Many Korean store fronts are green to draw prosperity and success to the
business.

3.1.6 Holidays
For the New Year (13 Jan.), families gather to exchange gifts, honor the dead, and
enjoy large meals. People often dress in traditional clothing, though this is becoming
less common in cities
South Koreans celebrate the Lunar New Year (January or February) by visiting
hometowns or vacationing in resorts. The other major family holiday is Chuseok
(Harvest Moon Festival) in September or October, when family members visit ancestral
tombs (including those of immediate ancestors) to clean the grave site and leave food
offerings in honor of the dead.

3.2 Module 2
After the first two classes, the employees would be trained how to greet, gestures and
their hidden meanings, taboos in Korean society which should be avoided and the status
of women vis--vis men in the Korean society.

3.2.1 Greetings
A bow is the traditional greeting, but it is usually accompanied by a handshake between
men. As a sign of respect, the left hand may support or rest under the right forearm
during the handshake. Women shake hands less often than men do.
Among friends and relatives, a simple nod is acceptable. Children bow when greeting
adults. Children often greet each other with a simple Annyong?
A common greeting between peers or for subordinates is Annyong haseyo? (Are you at
peace?).
To show respect for a social superior, one adds an honorific: Annyong hashimnikka?

3.2.2 Gestures
Proper courtesy is shown with gestures. Items are passed with both hands or the right
hand grasped by the left at the wrist or forearm.

South Koreans beckon by waving the fingers together with the palm down.
Beckoning with the index finger is rude.

Bowing is traditional greeting and is often accompanied with shaking of hands for
men. Women nod their head and dont shake hands.

Avoid touching of any kind and avoid direct eye contact as they see it as a
challenge.

Always pass or receive objects with your right hand or both hands. The right hand
has to be supported by the left.

Do not cross your legs or stretch your legs out straight in front of you. Keep your
feet on the floor, never on a desk or chair.

Dont pour your own drink but offer to pour others.

Considered offensive to tip in most cases.

Always wait to be seated after elders and people of importance as well as wait to
pick up spoon to begin eating.

Elders sit furthest away from the door.

Do not like to talk a lot during dinner.

Peace sign means happiness.

3.2.3 Taboos

Smoking in Public, an XX no no

Its not so much that women arent allowed to smoke in public, its just that they
should do so under an awning or in an alley out of sight. Though this is an
antiquated taboo I did see some guy pluck a ciggy straight out of a young ladys
mouth.

Fear My Authoritay!

Respect is huge in Korea especially when seniors are involved. Theyve paid
their dues and feel like its their turn for some deferential treatment. That means
speak nicely, bow, give up your seat, and generally go out of your way toward
them.

Single? No kids? Over thirty? Whats wrong with you?

If youre a single gal or guy in your thirties with no prospects for marriage and
no desire to do so then be prepared for the societal pressure and your momma to
come crashing down upon you. Eligible young men or women will be practically
dragged in from the street to get you hitched before you pass your expiration
date which in Korea seems to be 35 at the latest.

Tanned Skin

Wheres your umbrella? Visor hat? Olive Young skin whitening cream? You
must be crazy to think of getting a tan when everyone knows the oyster white
eggshell palate is in! Stay out of the sun until you have that shut in Ive been
kidnapped and held prisoner in someones basement look for five years and then
youll fit right in.

Tattoo: it better be that guy from Fantasy Island

Because if its ink on your body and its visible be prepared for stares that will
make you feel as it a turd is on your arm. Admittedly this isnt as bad as it
probably was before, but if youre working as a teacher visible tatts will not do
you any favors in getting a job.

The Gay, Its only in the Movies

It doesnt exist, but if it did its brought to Korea from foreigners, western
movies, and K-Dramas like Beautiful Life. If youve read about the uproar from
outraged mother groups aimed at the aforementioned show which depicts an
honest and fair portrayal of a family dealing with their gay son then you know
its not exactly Will & Grace time in Korea.

Say My Name, just not in Red

Possibly more of a superstition, but still I thought Id mention it just in case.

Writing someones name in red indicates that you want them to come to some
bodily harm or that they are dead.

Whatchoo Talking About Minsoo?

Sure you can talk crap about the President, but dont say one bad word about
Kim Yuna or Park Ji Sung or youll be facing a tidal wave of nationalism that
will drown you in a sea of fists or at least a few evil eyes and snarls. South
Koreans take their national heroes and heroines very seriously and no one can
knock them off their pedestal except South Koreans.

Betta Put a Ring On it

Birds do it, Bees do it but if youre Korean and not married then you better not
be! Premarital sex is strictly a no go and its not like they dont make it tough
with everyone forced to live with mommy and daddy until their married. Thus
the thriving love motel business to help a couple out.

Here Comes the Bride ( She better be childless and never married before)

Divorce, though prevalent, is a big deal in Korea. More so for women than men.
If a gal gets divorced invariably its her fault and her hopes of finding another
man willing to marry her (read willing to face his familys wrath) especially if
she has kids from a previous marriage is a steep hill to climb. The guys however
get much less of a hard time about this.

3.2.4 Differences in behavior towards women

Foreign women may have difficulty doing business in Korea. Although women
are becoming more accepted in the Korean business place, Korean men
generally prefer to negotiate with men.

Korean women seldom shake hands. A Western woman can offer her hand to a
Korean man, but should not to a Korean woman.

Foreign businesswomen should always act elegant, refined and very "feminine.
Laughing and loud talking are frowned upon.

Generally, women wait for Korean men to make the first move.

3.3 Module 3
For the international business person, doing business in foreign countries brings with it
cross cultural challenges. An understanding of a country's business culture, attitudes and
etiquette is a useful way of establishing good interpersonal relationships which ease the
business process.

3.3.1 Meetings
The first business meeting should preferably be set up through a personal contact or
consultant. Before doing business in South Korea prior appointments are required and

should generally be made a few weeks in advance. The most suitable times to arrange a
business meeting are normally between 10am to 12pm or 2pm to 4pm.
For both social occasions and business meetings, punctuality is essential. South Korean
counterparts will expect you to arrive on time as a sign of respect; therefore it is advised
to call beforehand if you will be delayed. However, top South Korean business
executives may arrive a few minutes late to appointments. This is a reflection of their
extremely busy and pressured schedule and should not be taken with offence.
It is recommended that the concerned party sends proposals, company brochures, and
marketing material, written in both Korean and English, as a preview for their South
Korean contacts before they visit the country.
When doing business in South Korea, men greet each other with a slight bow sometimes
accompanied with a handshake. When shaking hands, the right forearm is often propped
up by the left hand. A person of lower status bows to the person of higher status, yet it is
the most senior person who initiates the handshake. Women rarely shake hands so men
should wait to see if a hand is extended.
For group business meetings one should find out who all will be attending and their
levels of seniority; these should be matched within ones own party. People should enter
the room according to rank, so the highest ranked person first.
People should be addressed by their title or by their title and family name. First names
can be used once a relationship has been established but wait for your South Korean
counterpart to initiate this change.

3.3.2 Business Cards

Business cards are very important. It can make or break the first impression. Business
cards are exchanged after the initial introductions in a highly ritualised manner. Try and
have one side of the card translated into Koreans. Mention the title on the card along
with any qualifications - this helps convey the rank.
This presentation of cards is almost of ceremonial character and it will be observed that
South Koreans give and receive business cards with either both hands or with one hand
supporting the giving/receiving hand above the wrist or a bit behind. After having
received the card, it is closely examined. All business cards received should be placed
on the table during the meeting, and if more than one card is being received, they should
be placed on the table in a vertical line so that all cards are visible. After the meeting,
cards received are placed in the breast pocket.
If one omits to present his business card for a South Korean business man it may be
perceived as an insult. An excuse that one is out of business cards may be seen as being
unserious.

3.3.3 Gift Giving Etiquettes

Gift-giving is a common practice within South Korean business settings. Generally
given at the first business meeting, gifts are often used to acquire favours and build
relationships. The host should be allowed to present his/her gift first and accept the gift
with both hands. To avoid loss of face, gifts of similar value should be exchanged and
gifts of greater value should be given to the most senior person.
Good gifts for a first visit are office items, maybe with the company logo on them. After
the first time items of beauty and craftsmanship, foodstuffs (chocolates) are also
appreciated.
The number 4 is considered unlucky, so gifts should not be given in multiples of 4.
Gifts can be wrapped in red or yellow paper, since these are royal colours or yellow or
pink paper since they denote happiness. One should avoid wrapping gifts in green, black
or white paper.

3.3.4 Dress etiquettes

South Koreans dress well, and you should dress accordingly to show respect for them.
A formal suit and tie is almost always appropriate. Koreans dress up for city activities,
especially in Seoul.
Women should dress conservatively and wear subdued colours. Women dont wear
trousers or jeans, rather they wear stockings and skirts (till knees) to work in South
Korea.
Men should wear dark- coloured, conservative business suits with white shirts.

3.3.5 Approach to Change

South Koreas intercultural adaptability and readiness for change is medium. This
means that change is difficult to bring about. Projects will need to be carefully analysed
every step of the way to assure that all the risks have been assessed and understood.

Failure in South Korea causes a long-term loss of confidence by the individual as

well as by others. Because of this attitude, intercultural sensitivity is going to be
required, especially when conducting group meetings and discussing contributions
made my participating individuals.

3.3.6 Approach to Time and Priorities

South Korea is a fluid time culture, and as is the case with many fluid time cultures, it is
also very relationship-oriented. People in South Korea will not want to upset others in
order to force adherence to a deadline, however, global and intercultural expansion
means that some managers may have a greater appreciation of the need to enforce
timescales and as such, agreed deadlines are more likely to be met.

3.3.7 Communication and Negotiation Styles

Personal relationships are required for successful business relationships. The initial
meeting will be used to develop a rapport rather than discuss business. One way can be
to find out who will be represented on the negotiating team and trying to bring team
members who will be a good match of rank, skill, and perspective. Decision-making is a
slow process. It may take several trips to bring a contract to completion.
Triangles or visual aids should not be included in the presentation as they have a
negative connotation. Koreans do not like detailed contracts so high-pressure sales
tactics should not be used. They prefer sufficient flexibility to adjust to changing
circumstances.

3.3.8 Alcohol and business entertainment

Most Korean businessmen tend to believe that they will get to know a business partner
or colleague or customer better over a few drinks. It is common to be invited out after
business hours. Bars are popular venues for business entertaining, particularly 'karaoke'
bars where patrons are encouraged to sing along to recorded popular songs. Even on
weeknights, drinking may continue late into the night, depending on the occasion. Some
people use drinking venues to resolve a conflict or close a difficult business deal. Be
aware that comments and promises during entertainment can be taken seriously
afterwards.
Informal outings are an important part of establishing a relationship and judging the
character of the other person.
Some younger Koreans are beginning to resist the pressure to drink heavily. They want
to drink quality, not quantity, and prefer moderation. So wine has become a fashionable
choice. Also as more women join the work force, different team building or entertaining
venues, such as going to a theatre, has been gaining popularity.

3.3.9 Drinking Protocol

The most common South Korean toast is 'Gun-bae. Glass should be raised with right
hand only. The person of lower status, or the host of the event, will offer a glass to the

most honoured person. If the status or age difference is very great, the glass is offered
with two hands. Or, one may try to support the right hand with the left to confer extra
respect to the person. The person receiving the glass, depending on his status, will also
receive it with two hands or with the right supported by the left. One shouldnt start
drinking until everyone has been served. Draining glass is a cue to the host that one
would like a 'refill.'

3.3.10 Business dining

When invitations for a meal are extended one should try to accept them and reciprocate
within a reasonable amount of time during next visit. Dinner is the largest meal of the
day, and usually takes place between 7:00 and 9:00 p.m. While it is common in other
countries to extend dinner invitations to spouses, in Korea business entertaining is often
reserved for the parties doing business.
The person who extends the invitation is expected to pay for the meal. Regardless, a
good-natured argument over who will pay is to be expected.
If invited to a home, one should consider it an honour. It is important to remove shoes
when entering a home or traditional restaurant with floor seating. At traditional homes,
eating, sitting, and sleeping are done on the floor, so the floor has to remain clean.
Shoes should be positioned so that the toes are pointing away from the building.
When invited to a home, wandering around and looking into rooms such as the kitchen
will not be appreciated. Sometimes, a hostess may not join the party for the meal; she
will be in the kitchen preparing food. Instead, she may join the group at the end of the
evening for singing and drinks.
The best seat--usually the centre seat facing the door-- should always be offered to the
most senior person or honoured guest present in the room. Eating at a low table, sitting
on soft cushions set on the floor is common in traditional Korean homes and restaurants.
Men traditionally sit cross-legged; women sit with knees bent and legs together, to one
side.
Typically, very little is said during meals. South Koreans generally prefer to concentrate
on their food while they are eating and talk later over coffee/tea after a meal is finished.
One should refrain from discussing business during a meal unless the host brings it up
first.
Food taken from a serving dish should not be put directly into mouth. It should be first
transferred to a plate or bowl. Chopsticks are the most commonly used utensils, but one
can ask for forks or knives at restaurants in big cities. Foods of any kind should not be
picked up with fingers. Fruit is eaten in slices with forks.

3.3.11 Tipping Etiquette

Tipping in South Korea is generally not acceptable. The exceptions to this rule are taxi
drivers, western restaurants, and establishments with tip jars.
Taxi drivers that go out of their way to be helpful, with these people, tipping is
generally a few thousand won or less. Tipping of taxi drivers in general is not often
done: unless it for a long trip, especially across provincial lines, or there is only coins
left for change.
In most Korean restaurants, tipping is seen as rude. In many western restaurants, tipping
is expected. However, tipping is usually less than 10%.
Occasionally, a bar / pub, or coffee shop will have a tip jar on the counter. If a tip jar is
present, it is okay to drop a few hundred to a few thousand won into the jar, however
putting too much seems rude.

4. REFERENCES

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