Expert Insights: Finding your feet in South Korea with Eungyu Park

Eungyu Park is the Partnership Lead for South Korea at Rainmaking Expand. She has a strong background in supporting startups, scaleups and SMEs in various sectors such as life sciences, ICT, new materials, retail and more. She is incredibly passionate about the startup ecosystem and works closely with the Rainmaking Expand team and the companies in our programmes to drive success in South Korea.

In this article, Eungyu shares why the South Korean market is attractive to international companies and how to navigate some of the common challenges that companies can face in-market.

Hi, I’m Eungyu Park, Partnership Lead at Rainmaking Expand in South Korea, I’ve had the privilege to witness the immense potential of the South Korean market for foreign startups, scaleups and SMEs. South Korea is a fast-growing market with a tech-savvy population and a robust economy, making it a promising destination for companies looking to expand their business horizons.

Why South Korea is attractive for market expansion

South Korea’s economy is often overlooked due to its proximity to other mega-markets such as China, Japan and India. However, in terms of GDP, South Korea is the 11th largest economy in the world and the fourth largest in Asia. It is a significant market that should not be underestimated. The country has a strong consumer base with high disposable incomes, making it an attractive market for various industries, including technology, healthcare, finance and retail.

Although competition in South Korea can be fierce, there are ample opportunities for foreign companies to differentiate themselves and carve out a unique niche. South Korean consumers are open to innovative ideas and new products, providing opportunities for companies with creative solutions to succeed in the market. With the right positioning and marketing strategies, foreign companies can capture the attention of South Korean consumers and build a loyal customer base.

Overall, South Korea offers a promising market for companies looking to expand internationally. The country’s growing economy, receptive consumer base and partnership opportunities make it an attractive destination for companies seeking new business opportunities. With the right strategies, local understanding and expert guidance, South Korea can be a lucrative market for companies seeking global success.

Despite the promising opportunities that the South Korean market offers foreign companies, it’s important to note that entering a new market can come with its own set of challenges. However, with careful planning, a strategic approach and an understanding of local market dynamics, these challenges can be overcome. Let’s take a closer look at some of the common challenges companies may face in the South Korean market and explore strategies to overcome them.

Overcoming challenges and finding success in South Korea

One of the challenges that foreign companies can face in South Korea is competition from local players. Large conglomerates dominate many sectors of the South Korean market and it can be difficult for newcomers to break into the market. It is therefore essential for companies to differentiate themselves and carve out a unique niche to stand out from the competition. This may involve adapting their products or services to local preferences, adapting marketing strategies to resonate with the local consumer base, and leveraging their unique strengths and value propositions to gain a competitive advantage.

Another challenge that foreign companies may face in South Korea is the complex regulatory environment. Recent cases, such as the problems faced by Tada and LawTalk, highlight the importance of carefully considering and complying with local regulations in order to operate smoothly in the market. Looking closely into Tada case for example, The South Korean government amended its transportation law in response to protests by taxi drivers who opposed Tada’s business model. The changes made it more difficult for Tada to operate, and ultimately led to the company suspending its service in late 2019. It is crucial for companies to conduct thorough research and seek expert advice to ensure compliance with local regulations, especially in highly regulated industries such as transport, and to use advanced technology and innovation to address challenges and drive growth in traditional industries such as manufacturing, retail and logistics.

However, this also presents an opportunity for companies to collaborate with existing players to find innovative solutions that can benefit all parties. Challenges can be addressed through smart positioning and good partnership development. By partnering with the right local player, foreign companies can leverage their partner’s expertise, knowledge and networks to overcome these hurdles and gain a competitive advantage.

A good example is the collaboration between Uber and SK Telecom that led to the creation of UT. The partnership allowed Uber to tap into SK Telecom’s vast network and local expertise, while SK Telecom benefited from Uber’s technology and global brand recognition. Such partnerships can be a game changer for foreign companies looking to enter the South Korean market.

South Korea offers significant opportunities for companies looking to expand into new markets. However, it’s important to be aware of the challenges, such as fierce competition, regulatory hurdles and the importance of building relationships. By carefully considering these key factors, leveraging local partnerships and aligning with emerging market themes, companies can position themselves for success in South Korea.

South Korean companies are actively seeking partnerships with companies that can bring fresh ideas, disruptive technologies and agile approaches to problem solving. There is also a strong emphasis in South Korea on building sustainable businesses and addressing social and environmental issues. Companies that align with these values and can demonstrate a positive impact on society and the environment are likely to gain traction in the market. For example, companies with innovative solutions in renewable energy, circular economy and sustainable agriculture are finding increased interest and support from local companies and government agencies.

If you are ready to dive into the South Korean market or are looking for some guidance in the market, explore the Rainmaking Expand: South Korea programme. Through this programme, we work with companies like yours to navigate the complexities of the South Korean market and enable success through commercial opportunities. Companies that join our programmes will be able to benefit from the unique and tailored approach offered by the Rainmaking Expand programme. Applications are open throughout the year and I look forward to working with you as you explore the South Korean market.





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Written by
Eungyu Park
April 18, 2023
Partnerships Lead, Rainmaking Expand: South Korea

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