Identifies common practices to be aware of when selling in this market, e.g., whether all sales material need to be in the local language.
Last Published: 8/29/2019

Korea is a country with intense, demanding, and eager consumers.  As well, Korea’s retail sector is popular among the over 4.2 million Chinese visitors (as of 2017) that come to Korea every year.  Although the number decreased from 8.1 million in 2016 because of a political dispute between China and Korea, Chinese tourists are returning to Korea as the tension subsides. U.S. companies wanting to sell into this market should endeavor to follow these guidelines:

  • Adapt company products and procedures to Korean tastes and conditions
  • Communicate regularly with both your Korean business partner and customers
  • Exhibit a consistent, firm, and long-term commitment to the Korean market
  • Work at building long-term relationships
  • Augment the efforts of your local representative by visiting Korea frequently
  • Invite Korean representatives back to the home office periodically to ensure they are fully informed, motivated, and up-to-date on your company and its offerings
  • To the extent possible, allow the distributor/agent to select from all the U.S. company’s product lines
  • Hold demonstrations, seminars, and exhibitions of products in Korea
  • Increase the distribution of technical data and descriptive brochures
  • Assist local representatives with follow-up on sales leads

Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.