Greeting

The customary form of greeting in South Korea is a light, gentle handshake, usually accompanied by a slight bow and minimal eye contact. As a sign of respect, a Korean person may support their right hand by holding the wrist with their left hand during the handshake.

If you are meeting a group of Korean partners, begin your greeting with the eldest or highest-ranking person. The most senior individual present should initiate the handshake.

Besides handshakes, the bow is another traditional form of greeting. This traditional gesture is still practiced in South Korea, although less commonly among younger people.

A bow in Korean culture is not only a form of greeting but often carries additional meaning, depending on its depth and duration. The entire upper body is involved in the bow, bending from the waist, with the head lowered and the eyes cast downward.

In business settings, particularly when greeting and introducing others, the bow should be at a 30⁰ angle. The deepest and most respectful bow (at a 45⁰ angle) is used to express stronger emotions, such as apology or gratitude.

A bow between individuals of equal status should be equal in depth and duration.

Foreigners are not required to bow when greeting partners in South Korea; a handshake is sufficient. Korean businesspeople may even combine a bow with a handshake when greeting foreigners.

Introduction

Exchange of Business Cards

A business card should include standard information such as your full name, job title, company name, and all necessary contact details.

It is very important to indicate your job title or position within the company, especially if you are not the head of the organization, but, for example, a department manager. For the Korean side, this will be a key factor in determining who will be your negotiation counterpart.

South Korean businesspeople typically use business cards with English text. However, if you plan to work with Koreans long-term, it makes sense to have bilingual business cards in both Korean and English.

Business cards are exchanged after the initial greeting and formal introductions. You should give a card to each person at the meeting, starting with the highest-ranking individual, who usually greets the guests first.

There is a specific etiquette for exchanging business cards: they should be presented and received with both hands. After receiving a card, read the information carefully and ask a few respectful questions about it. Then place the card on the table in front of you or in a business card holder—do not put it in your pocket or wallet.

Present your business card with the Korean-language side facing your partner. The reverse side can contain text in English or your native language.

• Do not write on the card or fold it.

Small Talk: Overview

Every business meeting in South Korea starts with small talk. This is especially important during the first meeting, as its purpose is to establish an atmosphere of trust, harmony, and warm friendliness.

It is important to maintain harmony and save the face of all parties. For this reason, conversations may be filled with ambiguous statements, often with subtle subtext.

The Korean communication style is characterized by a calm pace, lack of strong emotional expression, and frequent pauses. Silence is considered an important part of the conversation and should not be filled.

• Silence is seen as a natural form of non-verbal communication—an extension of the dialogue. On the other hand, excessive talkativeness is viewed negatively and can be seen as a sign of immaturity or inexperience. If your Korean counterpart falls silent, it likely means they are simply thinking about their response.

The neutral communication style means: a) following business etiquette, b) using body language and gestures sparingly, c) avoiding confrontational topics.

Don’t be surprised if your South Korean counterpart asks about your family or position within your company—these questions are not considered inappropriate. However, you shouldn’t initiate such personal questions yourself.

Preferred Topics

Safe topics for small talk include questions related to business or profession.

Major events and trends in global politics and economics.

Mutual acquaintances (if any).

Various aspects of Korean culture and history are also well-received for discussion.

Famous places and landmarks in South Korea, as well as positive impressions of what has been seen in the country.

Taboo Topics

Home and family are considered private topics, at least in the early stages of a business relationship. As the relationship develops, your South Korean partner may begin to share some personal details.

Marital status, especially divorce, can be considered taboo topics.

Refrain from making comments—especially critical ones—about the government, its actions, or the country's policies in any particular area.

Comparisons between South Korea and Japan and China.

The level of salary or sources of income of Koreans. By the way, your colleague in South Korea may ask you the same about your country. This is not considered a tactless question.

Personal Space

The comfortable distance for communication in South Korea is smaller than in other Asian countries, such as Japan. If possible, try not to step back in an attempt to increase this distance—it may be perceived as rude or unfriendly behavior.

Open displays of emotion during conversation—whether verbal (exclamations, outbursts) or non-verbal (hugs or pats on the back)—are unlikely to be well received by your Korean partner.

Korean communication is characterized by minimal use of body language and limited gestures.

Unlike in some other Asian cultures, direct but not intense eye contact is common in South Korea. This indirectly indicates the establishment of a trusting relationship between speakers.

Communication Specifics

The main focus of South Korean culture is on building long-term relationships and interdependence among members of the family, clan, group, or community. People live together for a long time and interact constantly, so a certain amount of information is considered to be commonly known, almost invisibly present, and doesn’t need to be repeated unnecessarily.

Koreans believe that words can be manipulated, unlike nonverbal means of communication such as facial expressions, gestures, smiles, tone of voice, eye contact, and posture. These are seen as more accurate indicators of a person’s state and intentions. These nonverbal cues form the basis of nunchi — the art of understanding the feelings and thoughts of others.

To maintain relationships, which are highly valued in Korean society, it is important to be tactful, avoid harsh judgments, and generally refrain from expressing thoughts too bluntly. Avoiding blunt statements applies especially to the word “no,” which many people try not to use in conversation, as it may cause a loss of face and disrupt harmony. 

If someone needs to express a negative response, in South Korea, it is often done more indirectly. For example, instead of saying “No,” one might say, “That would be difficult to do.”

During conversations, try not to ask general yes-or-no questions, especially if your question can be interpreted as a request. Your partner might agree to do what you’re asking, even if it’s something they’d prefer not to do. Instead of a direct refusal, they may politely but vaguely say “yes.” It’s important to pick up on nonverbal cues that indicate their true intention. The way the agreement is expressed—warm and enthusiastic, or distant and cautious—can serve as a hint.

If the conversation partner displays negative emotions, it will cause discomfort or rejection from the Korean side.