Korean culture is profoundly influenced by Confucian principles and this pervades not only personal lives, but also business. Confucianism supports group harmony, respect for elders and authority, the importance of family, friendship and ancestors, and also, tradition. Kibun (equivalent to face, or honour) is highly significant to Koreans and they will always attempt to maintain their Kibun, or personal dignity. Confrontation is to be avoided at all cost as once Kibun is lost it cannot be regained.
In South Korea, good relationships are crucial to success both in personal and business circles, and these are assimilated within the business world. Korean’s make friends first, and clients second. To make the most of your business acumen you must also appear trustworthy, honourable and respectable in a social and business setting.