South Korea business etiquette for visiting executives

South Korea business etiquette comes down to one idea: show respect for rank and for the relationship. Let the most senior person lead, use both hands for cards and gifts, and never rush. If you do these three things, you will avoid most mistakes.

Greetings and punctuality

Arrive on time. Punctuality is very important, and it shows respect for the person you are meeting. Book your appointment three to four weeks ahead. Send an agenda and some background on your company before you come.

Greetings follow strict rules of protocol. The person of lower status bows to the person of higher status. The most senior person usually starts the handshake. Many Koreans now shake hands with visitors after the bow, and a handshake with a slight nod is common. If you are introduced, you may hear "man-na-suh pan-gop-sumnida," which means "pleased to meet you."

Dress conservatively. Men should wear a dark suit and a white shirt. Women should wear conservative clothes in subdued colors. Do not take off your jacket unless the most senior Korean does so first.

Stay calm if talks get tense. Do not raise your voice or look visibly frustrated. Never criticize or insult anyone in front of others. Koreans also tend to say "yes" to avoid losing face, so ask open questions. Ask "When can we expect shipment?" and not "Can we expect shipment in three weeks?" Because a direct "no" is rare, ask a few indirect questions to find the real answer.

Expect some small talk before business starts. Ask about the trip, and do not try to do too much in the first meeting. Its main purpose is to get to know each other.

Sources: Kwintessential, South Korea country profile (kwintessential.co.uk/resources/global-etiquette/south-korea-country-profile.html); Business in Asia, Korea business tips (business-in-asia.com/countries/koreabiztips.html).

Titles, rank and relationships

With a new contact, use a formal title such as Mr., Mrs. or Dr. with the family name. Wait to be invited before you use a first name. If you are unsure, ask how the person prefers to be addressed.

Rank matters in every room. The most senior Korean generally enters the meeting room first.

Koreans prefer to do business with people they know. It helps a great deal to be introduced by a third party. Trust grows through informal meals and evenings together. Koreans often treat a legal document as a loose statement of agreement that can be adjusted later, so keep the relationship in good shape after you sign.

Sources: Business in Asia, Korea business tips (business-in-asia.com/countries/koreabiztips.html); Kwintessential, South Korea country profile (kwintessential.co.uk/resources/global-etiquette/south-korea-country-profile.html).

Business cards

Have one side of your card printed in Korean. Hand it over with both hands, with the Korean side facing up so the other person can read it.

When you receive a card, take it with both hands. Read it slowly and look at the title. Place it on the table in front of you during the meeting. Afterward, put it in a card case or portfolio. Never write on a card in front of the person who gave it to you. Treat the card with care, because Koreans see it as a sign of how you will treat the person.

Dinners and drinks

Business relationships are built over meals and evening drinks. Accept invitations when you can, and return the favor later.

Wait to be told where to sit. The eldest are served first, and the oldest or most senior person starts eating. Do not point your chopsticks, do not stab your food with them, and never lay them across your rice bowl. Try a little of everything and finish what is on your plate. Refuse the first offer of a second helping.

If you are invited to a home, take your shoes off at the door. Guests may arrive up to 30 minutes late for a dinner at a home. The host pours drinks for the guests. Send a thank you note the next day.

Gifts

A gift is not needed at the first meeting. Once a relationship exists, a small token is fine, such as a pen with your company logo. For a home visit, bring fruit, good chocolates or flowers.

Give gifts with both hands. Do not give sets of four, because the number four is seen as unlucky. Red or yellow wrapping paper is a good choice. Avoid green, white and black paper. When you give gifts to a group, give the senior person a different and more costly gift than the rest. Do not open a gift in front of the giver, and expect the same courtesy when you give one. Gifts are returned in kind over time, so do not give something so costly that the other side cannot match it.

A short checklist

Be on time. Let the most senior person lead. Use family names and titles. Use two hands for cards and gifts. Wait for the senior guest to start eating. Keep your voice calm and your questions open. Small acts of respect add up to trust, and trust is what Korean partners look for before they sign.