Despite the many cultural and political handicaps involved in doing business in Korea, there are even more compensations that make the effort worthwhile for a growing number of foreign businesses. On a personal level, Koreans are a sincere, warm, and friendly people who have often been described as "the Irish of the Orient." They make deep commitments of friendship and loyalty which are permanent if they are treated fairly and with respect. By the same token, if they are mistreated, they make formidable enemies.

It is the personal quality of life and thought in Korea that attracts so many Westerners to persevere in the face of professional and political obstacles. They come to love and admire Koreans and became greatly attached to many aspects of the culture.

In a strictly business context, the ROK represents a large, growing market, with a highly disciplined work force, a high standard of education, an overwhelming ambition to better itself economically and socially, and rapidly rising expectations.

A significant percentage of Korea's top managers were educated in the United States and not only speak English well, but are especially friendly toward the United States/ There is an urgent need in Korea for the kind of technology, manufacturing, and marketing skills available only from the outside, and Koreans are determined to have them. These foreign-educated Koreans in particular are imbued with an extraordinary "can do" spirit that is exciting and catching, and augurs well for this dynamic Asian nation.

Another special advantage Koreans have (in contrasts to the Japanese, for example) is that they feel at ease with foreigners. Unlike the average Japanese, they do not find associating with or dealing with foreigners such an emotional burden, and they therefore are able to deal more effectively with non-Koreans. Japanese executives, even those who English fairly well, continuously comment on how tiring and nerve-racking it is for them to be in close contact with Westerners. Koreans, on the other hand, seem to thrive on associating with foreigners and are much more aggressive in their relationship.

Koreans are very conscious on their long history and the great achievements of their civilization. This awareness has been translated into official government policy, which mandates that the cultural heritage of the country be protected and incorporated in the national infrastructure. This concern for and use of art adds a special ambience to life in Korea that is growing more common and significant with each passing year. It adds to the attraction of living and working in Korea, and is a definite plus for the foreign community.

Excerpted from Korean Etiquette and Ethics in Business, by Boye Lafayette De Mente Excerpted from Korean Etiquette and Ethics in Business, by Boye Lafayette De Mente Kuala Lumpur Malaysia at 12:25 PM