South Korea

Selling and buying

Reaching the consumers

Marketing opportunities

Consumer behavior: Korean consumers are very sensitive to the power of the brand name, the healthy apsect of a product and perfect after sales services. They are ready to pay for the quality. Korean consumers like to be guided and well informed when they buy something. They are less and less nationalist in their purchasing preference.
Consumer profile and purchasing power: A large part of Korean's households are rich or very rich. They value the brands because in Korean you are what you wear or what you show to other people. As a result, Korean consumers are quite conformist and so it is important to follow the trend and local trend-makers (pop stars, actors, talents…).
Consumers associations: Consumers Korea
Korean National Council of Consumer Organisations
Main advertising agencies: Cheil Communications
LG Ad
Daehong Communications

Distributing a product

Evolution of the sector

The retail market in Korea reached 150 trillion KRW (+5,7%) in 2007, 141,9 (+7,7%) in 2006 and 131,7 (5,0%) in 2005. The number of the large discount stores convenience store will reach more than 400 in 2008 and that of the convenience stores exceeded already 10,000.

Market shares

Among total retail market worth of 150 trillion KRW (+5,7%) in 2007, sales for all large discount stores comes first with around 28 trillion KRW, followed by department stores with 18,5, Online shopping mall 15,5, supermarkets 7,8, convenient stores 5,7 and TV home shopping with 4,2 trillion KRW.

Two retail giants, Lotte and Shinsegae group secured respectively 10,0851 trillion won and in annual sales, 17,7 billion KRW and 10,1028 trillion won in 2007 with department store, large discount stores, premium outlet stores, online or tv home shopping.

Organizations in the retail sector

Korea Association of Convenience Stores (KACS)
Korea Chainstores Association (KOCA)

Market access procedures

International Conventions

Member of World Trade Organisation
Member of OECD
Party to the Kyoto protocol
Party to the Washington convention on International trade in endangered species of wild fauna and flora
Party to the Basel convention on the Control of Transboudary Movements of Hazardous Wastes and their disposal
Party to the Montreal protocol on Substances that deplete the Ozone Layer
Wassenaar arrangement on export controls for conventional arms and dual-use goods and technologies

International economic cooperation

Korea signed in 2007 'The Korea- US Free Trade Agreement (FTA).
Korea is a member of Asia-Pacific Economic Cooperation (APEC) and ASEM (Asia-Europe Meeting). It is a signatory to multilateral and bilateral agreements with many countries.

Non tariff barriers

Approval or authorization of certain items that can be imported by obtaining certification, permission and type approval. Those requirements are maintained mostly for the protection of public morals, human health, hygiene and sanitation, animal and plant life, environmental conservation or essential security interests in compliance with domestic legislation requirements or international commitments.

Quantitative import restrictions on Rice, Petroleum, LPG (Liquefied Petroleum Gas), agricultural fertilizers, crop seeds, animals and animal products, nuclear materials, narcotics, foods and food additives, foreign publications, firearms and explosives.
More information on Korean customs service.

Customs duties and taxes on imports

Korea applies a Customs tariff which is among the lowest in the world. It is 8% on average.

The WTO gives a sheet summarizing the Customs tariffs of the country.
For complete details of Customs duties by classification of the products, consult the Korean page on the APEC site .

Customs classification

Korea uses the harmonized system by the World Customs Organization, is used as a basis for Customs tariffs and for the collection of international trade statistics. Over 98% of the merchandise in international trade is classified in terms of the HS.

Import procedures

The Korea Custom Service (KCS) has been operating a web-based clearance system 'UNI-PASS' since October 2005.
Import procedure is listed on the website of KCS.

The case of samples

Korea allows temporary importation of commercial samples, professional equipment and certain advertising materials by a nonresident individual.
Korea accepts ATA carnet.

For further information

Korean Customs Office
Ministry of Foreign Affairs and Trade

Organizing goods transport

Main useful means

In Korea, the roads have been the most important infrastructure carrying over 90% of the country's transport volume.

Korea has 57 railroad routes and they still act as the main mode of transport for large cargo. And there are 8 international airports including Incheon International airports and 7 domestic airports.

Total cargo handling in ports throughout Korea is around 17 million TEUs. In terms of a case-by-base of cargo handling figures, import and export cargo reaches 11 million TEUs . Transit cargo is to 6 million TEUs.
Korea has three main port authorities, Busan Port Authority (BPA), Incheon Port Authority (IPA) and Ulsan Port Authority (UPA).

Ports