{"id":144,"date":"2025-09-09T01:03:56","date_gmt":"2025-09-09T01:03:56","guid":{"rendered":"https:\/\/liahnson.com\/insights\/?p=144"},"modified":"2025-09-09T01:03:59","modified_gmt":"2025-09-09T01:03:59","slug":"how-to-build-network-in-korea","status":"publish","type":"post","link":"https:\/\/liahnson.com\/insights\/how-to-build-network-in-korea\/","title":{"rendered":"How to Build Network in Korea"},"content":{"rendered":"\n

Korea has become one of the most dynamic markets in Asia. Thanks to the global rise of K-POP, K-beauty, and K-content, more and more people are paying attention to the country. According to The Economist<\/em>, the number of foreign visitors to Korea in July 2025 increased by 23.1 percent compared to the same period last year, with Seoul welcoming 1.36 million tourists, setting a new record.<\/p>\n\n\n\n

This growing global interest also means that many international companies are exploring business opportunities in Korea. But starting a business and building a meaningful network here is not as easy as it may seem. To succeed, you need to understand not only Korea\u2019s cultural nuances but also the digital tools and communities that locals rely on. In this article, we\u2019ll share strategies to help foreign companies build the right networks when entering the Korean market.<\/strong><\/p>\n\n\n\n

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Common Challenges for Foreign Companies<\/strong><\/h2>\n\n\n\n

The first challenge is the lack of connections<\/strong>. Beyond language and cultural barriers, it is crucial to understand Korea\u2019s unique business practices and indirect communication style. While Western markets often value direct and explicit communication, in Korea the ability to read subtle cues, known as nunchi<\/em>, is highly valued. Nunchi<\/em> can be described as the art of sensing other people\u2019s feelings and unspoken intentions by observing their tone, body language, and social context. It plays a critical role in building trust and maintaining smooth relationships in Korean business culture.<\/p>\n\n\n\n

The second challenge is the pressure of time and cost<\/strong>. Building a truly meaningful business relationship in any country takes time, and in Korea this often means months or even years. During that process, companies face high costs from repeated business trips, in-person meetings, and after-work dinners. Even when using video calls like Zoom, maintaining relationships still requires significant time and effort. For small and medium-sized enterprises, this often becomes a heavy initial investment.<\/p>\n\n\n\n

Another difficulty is measuring performance<\/strong>. Networking does not generate immediate results, which makes it hard to justify the return on investment in relationship building. Yet, building trust-based relationships is essential for market entry in Korea.<\/p>\n\n\n\n

Finally, there are marketing challenges<\/strong>. Korea has its own set of dominant platforms and online communities, such as Naver blogs, KakaoTalk, and industry-specific forums. Marketing strategies that work in other countries often do not perform well here. Without understanding and adapting to these local channels, it is difficult to build visibility and credibility.<\/p>\n\n\n\n

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Resources You Can Use When Entering Korea<\/strong><\/h2>\n\n\n\n

1) Expert Network Services (ENS)<\/h4>\n\n\n\n

One of the most effective ways to gain quick insights is through an Expert Network Service. By connecting with Korean professionals who have hands-on experience in your industry, you can learn about market trends, risks, and the most effective marketing strategies. To make the most of ENS, you need clear objectives and well-prepared questions. Among ENS providers, Liahnson & Company<\/a> offers the largest pool of Korean industry experts. Through the Remember business platform, Liahnson connects clients with over 5 million professionals across industries.<\/p>\n\n\n\n

2) Industry Associations and Public Institutions<\/h4>\n\n\n\n

Korea has active industry associations that provide structured networking opportunities. For example, the Korea Software Industry Association (KSIA) and the Korea Internet Corporations Association for IT, the Korea Chamber of Commerce and Industry (KCCI) and the Korea International Trade Association (KITA) for manufacturing, or the Korea Fintech Industry Association for finance. These organizations host seminars, forums, and networking events where foreign companies can meet industry insiders.<\/p>\n\n\n\n

3) Business Events and Conferences<\/h4>\n\n\n\n

Korea\u2019s business calendar is packed with events throughout the year. From startup events like COMEUP to large trade fairs like the Seoul International Trade Fair, companies can find events that match their industry focus. Following up after these events is crucial. Sending personalized messages, connecting on LinkedIn, and sharing promised materials promptly help establish trust. In Korea, keeping even small promises goes a long way in building strong relationship<\/p>\n\n\n\n

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Combining Online and Offline Networking<\/strong><\/h2>\n\n\n\n

Offline meetings matter, but digital networking is equally important in Korea. Since COVID-19, online platforms have become essential tools for building relationships.<\/p>\n\n\n\n