Foreigners no longer a fear for Koreans

*Korean companies are changing to such an extent that they are dominating the global market in many fields and with that, they are feeling no worries or embarrassment in aggressively pursuing new markets. In this three-part, 10th anniversary special series, the Korea JoongAng Daily will examine various aspects of Korean corporate culture and how it is becoming a recognized force in the global industry.


It hasn’t been long since Korea opened up its market to foreign competition, and in recent years, companies such as Samsung Electronics and Doosan Heavy Industries and Construction have been spreading their presence abroad with large investments and aggressive mergers and acquisitions.

Many Koreans were uncomfortable with sudden changes in the past, especially with foreign investments entering the country, feeling a sense of xenophobia. But now the tables have turned.

The “corporate DNA” of Korea is changing, with an increasing number of Korean companies dominating international business. And conversely, a large number of foreigners are now coming to Korea to work. 

Xenophobia has largely disappeared, with Koreans being much more accepting of other cultures and business practices. Koreans no longer fear foreigners and are proud of “Koreanizing” the global market. 

Korea’s hosting of several international events, especially the 1988 Summer Olympics and the 2002 World Cup, has spurred even more change. Adding to that, the upcoming G-20 Summit will bring the world’s most powerful political and business leaders to the country, putting Korea even more squarely on the international stage. 

Korean businesses are now playing a much more significant role in international markets, which has helped boost the country’s confidence. 

“In recent years, Korean companies have become strong on the global stage in terms of business deals, and much of the xenophobia that existed in Korea in the past has practically disappeared,” said a representative of Doosan Heavy Industries and Construction, who did not want to be named. 

“This is because the fear has gone away, as companies have become more financially powerful and also have recruited many employees with experience in various global corporations.” 

The Doosan employee said that the increasing number of employees with experience in international firms, such as global consulting, have given companies the upper hand and confidence since employees now know the workflow of international firms.

The excitement in terms of business growth has played a role in the changes.

“Since businesses are close to China and Southeast Asia, Korea is a fascinating balcony, a front row seat to exciting growth,” said Jean Baptiste Roques, senior vice president of Samsung Total Petrochemicals.

“Korean businesses have increased their investments and have developed new projects [globally] while the world is still downsizing, and these days, it’s really the right place to be,” he said.

Even one of the world’s most powerful men, U.S. President Barack Obama, showed up in July at the groundbreaking event of LG Chem in Holland, Michigan, a company that only a few years ago considered closing its electric-vehicle battery unit.

Samsung Electronics, which has become a major player in the mobile phone industry - especially with its Galaxy smartphones - and Korea National Oil Corporation have made their presence felt by recently taking over London-based Dana Petroleum and by making investments in various other locations around the world. 

Now, many foreign companies are rushing to sign deals with Korean companies. 

Korea’s presence is being felt in other areas as well. 

Makgeolli, a traditional Korean rice wine, was once considered exclusively a Korean drink, one which Koreans felt foreigners would never take to. However, with smart marketing that included promoting the traditional aspects of the country, the drink has gained popularity overseas and recently entered the U.S. market. Fans of makgeolli are popping up all over the globe. 

Hangul, the Korean language, has become well known in the fashion industry as well - fashion pieces with Hangul printed on them have attracted international attention. When Lie Sang-bong introduced a clothing line with stylishly designed Hangul characters printed on them at the 2006 Who’s Next fashion exhibition in Paris, he drew praise in the fashion industry. 

This has also led to an increasing number of Korean people favoring Hangul design instead of the various foreign brand names or characters printed on items including cell phones, clothing, cigarette cases and coffee cups. Koreans are now more proud of Hangul characters used in various designs.

For some business workers, such trends have gone a step further - the way some people print English characters on their business cards has changed. The general rule was to have the first name and last name printed, as it would be done in Western countries. But an increasing number of Korean workers are now changing their business cards so the last name is printed first, followed by the first name, which is the normal Korean name order. 

Jung Ji-hee, a senior clerk at the Industrial Bank of Korea recently changed her name order so that her last name comes first in her business card. 

More foreign professionals are coming to Korea to work and experience the culture. Compared to a decade ago, foreign professionals - including office workers, researchers, technical specialists, professors and English teachers - have more than doubled in this decade, according to government statistics. The number has grown from 18,470 in 2000 to 44,412 in September of this year.

“While professional foreign workers in Korea have been steadily increasing in recent years, the number of professors especially has shown a large increase, almost doubling from 1,200 in 2007 to 2,300 in this year,” said Ahn Gyu-seok of the Korea Immigration Service.

The entire infrastructure of the country has changed as well, leading to more openness. 

“When I first got here, I was in culture shock because I didn’t know where to buy things or how to get around since there were no signs in English, and I didn’t know the language,” said Joe Kostoss, a senior consultant at Doosan Heavy, who has been living in Korea since 1991. “One of the biggest changes to the country is in its infrastructure - highways, railways, even shopping.”

Korean food, which foreigners are generally known to have difficulty enjoying due to its and strong flavors, have gained popularity.

“Since living in Korea, I have been enjoying the food; I love to eat bibimbap (mixed rice bowl) and budae jiggae (hot pork soup with ham and sausages),” said Phil Dembowski, who works for Dow Corning Korea. “Now, I find myself adding hot pepper even to Western food to make it spicier.”

Another company executive found the same thing happening to him. 

“The most significant change in me has been my eating habits, with much more rice and soup, more spicy food; and I like the community sharing of dinner,” said Dwenell Mills, GM Daewoo Auto and Technology’s vice president of product planning. 

Korea’s distinctive culture is also gaining the attention of foreigners. 

“I am getting better appreciation of the competitiveness of the Korean society,” said Chris Carpenter, a professor at Ewha Womans University. “Even my students compete with each other to succeed under such a competitive environment.”

“The Korean people have a passion for success and a drive for excellence. These aspects of the Korean culture translate very well to the international business world,” added Dembowski.
source:joongang daily