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Doing Business in South Korea
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KIBUN: HARMONY and
MAINTENANCE of GOOD FEELINGS |
Never embarrass another person especially in
public. If you are complimented, refute the compliment but at the same time, compliment
your counterpart. Do not criticize your competitors or admit that you do not have the
answer to a question. In fact, a few business scholars mention that maintaining harmony
and good rapport with Koreans are extremely important in building a business relationship.
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Kibun (pronounced kee-boon) places
harmony and maintenance of good feelings as the highest order in any relationship. Social
etiquette and behavior are centered on it. As much as possible, each person maintains a
harmonious environment in which his or her kibun can stay balanced. More
importantly, a person will avoid upsetting another persons kibun.
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Kibun's Role in Business |
As mentioned earlier, the reach of kibuns
importance extends to business relationships. Your counterpart may always appear to be
good-natured and friendly and will exert their full efforts in avoiding saying no or
delivering bad news.
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As such, the foreign businessperson must learn to read
between the lines or interpret hints of the slightest business difficulties. Indeed, a
"yes" or nod of the head may mean "maybe" or "I understand."
A "maybe" usually means "no" while a negative response is sometimes
indicated by a squint of the eyes or by tipping the head back while drawing air in through
the teeth and waiting for you to speak again.
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In order to maintain the balance of kibun, avoid the
following topics in your conversation: Japan, local politics, socialism, communism, and
your hosts wife. Among good conversational topics include Korean cultural heritage,
kites, sports (especially the Olympics), and the health of their family (do not talk about
their families unless these have something to do with their health).
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Do not be surprised if personal questions are asked of you.
Since personal contacts are business contacts, it is good for your Korean counterpart to
know you. Always be modest about your position and your accomplishments. Do not maintain
as much eye contact as you normally would because continuous eye contact with a Korean may
appear hostile or too aggressive. Lastly, do not use any triangular shapes in your
promotional material since triangles have negative meanings.
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