Market entry strategy for exports to South Korea

Our local teams plan & execute

If South Korea is a relatively unknown market for you, you need a clear market entry strategy. This may be different from the strategies you have used so far, as the market structure and the competition is different.

Alliance experts helps you to develop your market entry strategy on the go. We scan the market, launch your product and grow your sales, constantly monitoring the responses and improving your approach.

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Oppportunities for international business in South Korea

South Korea has a population of about 52 million as of 2023. Known for its economic miracle, technological advancements, and vibrant culture, South Korea is a significant global player.

With a GDP per capita of approximately $31,000 USD in 2023, South Korea’s economy is heavily driven by exports. Major industries include electronics (like smartphones and TVs), automobiles, shipbuilding, and steel. The country is also a leader in technological innovation and digitalization.

1. Understanding the Korean Cultural Landscape

Before making any business move, it’s crucial to understand the cultural nuances of South Korea. Respect for hierarchy, the importance of relationship-building (or ‘guanxi’), and the value of face-saving are deeply ingrained in Korean business culture.

  • Business Etiquette: Business meetings often start with light conversations, and it’s essential to show respect to the eldest or the highest-ranking individual. Gift-giving is a common practice and is seen as a gesture of goodwill.
  • Communication Style: While many Koreans speak English, especially in the business community, having marketing materials and contracts translated into Korean can be a significant advantage. It shows respect and commitment to the local market.

2. South Korea Regulatory and Legal Framework

South Korea has a transparent legal system, but it’s essential to be aware of the regulatory environment, especially concerning foreign investments.

  • Foreign Investment Promotion Act (FIPA): This act provides benefits and incentives for foreign investors, such as tax breaks and guarantees on foreign investments.
  • Intellectual Property (IP) Rights: South Korea has stringent IP laws, and it’s crucial to register patents, trademarks, and copyrights to protect your business assets.

3. Market Research and Segmentation

South Korea has a diverse consumer base with varying preferences. Conduct thorough market research to understand:

  • Consumer Preferences: South Korean consumers are tech-savvy and are often early adopters of new technologies. They value high-quality products and are willing to pay a premium for them.
  • Competitive Landscape: Identify your competitors, their market share, and their strategies. This will help in positioning your product or service effectively.

4. Entering the Korean market

There are several ways to enter the South Korean market:

  • Direct Export:This is the most straightforward approach, where you sell directly to the end consumer or through distributors.
  • Licensing or Franchising: This involves granting a local business the rights to produce or sell your product or service.
  • Joint Ventures: Partnering with a local company can provide access to their distribution channels, local knowledge, and resources.
  • Setting up a Local Entity Establishing a subsidiary or a branch office in South Korea allows for more control over operations but requires a significant investment.

5. Building Local Partnerships in South Korea

Building strong relationships with local partners, be it distributors, suppliers, or other stakeholders, is crucial. Local partners can provide insights into market trends, consumer behavior, and regulatory changes. They can also help in navigating the complexities of the Korean business environment.

Why enter the market in South Korea with us?

We know the market from inside-out

We work with local teams, who already know the market, speak the language and know the business culture.

We are active in over 30 countries

We can compare different markets and as we can help you in all of them, we only favor the market that may work out best for you.

You Reduce your risks

We help you avoid cultural misunderstandings, compliance issues, and other risks associated with entering a new market.

Try our services in South Korea

Our structured approach for market entry

Alliance experts has a proven methodology to start or increase your sales in a new market.

Our local teams in over 30 countries help you define your pitch and convince the right sales channels or clients.

Month 1

Scan phase

  • We get to know your company and offering
  • We make a first long-list of potential distributors, partners or clients
  • We gather feedback from them on your product
  • We review the competition

Month 2

Launch phase

  • We develop the right pitch for this market
  • We list more targets until we have all relevant ones
  • We approach them with your offering
  • We evaluate and adjust the approach where needed

Month 3 and further

Grow phase

  • We follow up on new leads and previous contacts
  • We list and approach more targets where available
  • We involve you in case of interested prospects
  • Every month we report on all contacts we had

Customer Experiences

” Outstanding service! Found the perfect partners in within a few months. Our international sales skyrocketed thanks to their expertise. “

Mehmet Aksoy

RR Engineers

” Alliance Experts’ tailored strategies boosted our Europe market presence phenomenally. Exceptional service, highly recommended! “
Jing Zhang

Jing Zhang


” Invaluable local insights led to great distributor matches. Their approach revolutionized our market entry strategy. Highly recommend! “
Francis Huang

Francis Huang


” Alliance experts has helped us with clear insights in a market which was relatively new to us. Even under difficult circumstances they found good dealer candidates. “
Alliance Expert found distributors for Harley Davidson

Vitello Benevetti

Harley Davidson

” Alliance Experts strongly supported our growth in African markets. Innovative, effective strategies, and superb communication. “
James Martin

James Martin


” During our cooperation Alliance experts showed an effective approach and tracking, professionalism and provided the services reliably and on time. “
Nouraldine Banaeinejad

Nouraldin Banaeinejad

CAN Home appliances

Companies we have helped with market entry strategy

Golden Red Trade Solution
CAN Home appliances
Apart Group
De Heus
Le Joyau d’Olive

We are active in over 30 countries