Despite their ultra-modern city, Seoulites remain part of a strongly neo-Confucian social tradition where the concept of ‘face’ is important. Always act respectfully and avoid any words or actions that could make any party appear in a negative light. Koreans have intensely—often irritatingly—sensitive antennae. This also applies to the country as a whole. Koreans may well be the most nationalistic people on earth. Foreigners fall outside the relationship circles by which Koreans define themselves, so it can be difficult to break into the local social culture. On the other hand, they have a real ‘bonding’ culture, and business visitors need to be prepared for banqueting, drinking and singing in karaoke rooms. A relationship cannot be established in one session. If invited to play golf, jump at it. This offers a chance to spend hours establishing the relationship—without the hangover. Despite their youth, Seoulites are a conservative bunch. Odd or unusual dress will probably be looked at askance. Open signs of affection in public are frowned upon. And despite ongoing improvements, Korea remains very much a male-dominated society.

Business cards are essential. When giving or receiving them, use both hands. Koreans share a very limited number of surnames. When you ask a Korean their name, they will normally give only the surname. Be sure to ask for full names, because if you ask for a Mr Kim in any given office, about one third of the staff will stand up! However, do not call a Korean by their given name unless given permission. Finally, don’t compare Korea with Japan.