The growing internationalisation of the economy requires behavioural guidelines that allow for correct conduct, enabling effective negotiation in the professional environment. The business protocol stands as the only effective tool capable of structuring the entire negotiation process, acquiring considerable importance in an international context since “to negotiate effectively with a foreigner,” as stated by Ambassador Mr. José Antonio de Urbina, knowledge of the “golden rules of knowing how to be, be and function in business” is essential. In this sense, an exhaustive understanding of the culture, customs, sensitivities, and codes indispensable in a negotiation is essential in creating a solid business relationship with foreign entities. The course of negotiation can be very uneven in different countries and cultures because forms of communication can mean very different purposes, and what is respectful in one country may be considered humiliating in another. “Hence the convenience of prior knowledge of the customs in negotiation, the idiosyncrasies and, especially, the way of being of the other negotiating party,” said Ambassador Urbina.

The ancient Korean culture has a wealth of values and traditions, reflected in its behaviour and excellent habits of conduct, such as courtesy, deep respect, and honesty, which are added to rituals of great cordiality. This way, it defines how to proceed in its commercial relationships based on compliance, quality, and foolproof persistence. Suppose you are going to start a professional relationship with Korean business people. In that case, you will find yourself with efficiently prepared negotiators, harmoniously developing and forming a unique and intelligent team with obvious strategic purposes, leaving nothing to chance in the negotiation.

Negotiating with a Korean, particularly in its initial phase, demands significant patience and perseverance in the procedures and ways of acting. This is crucial as it creates a firm bond with the negotiators long before the first formal contact at the meeting table. Negotiations with Koreans tend to be lengthy, often lasting months. Demonstrating concern in the process can be perceived as a sign of weakness and a loss of value that will be translated against. To schedule a meeting and be effective, not only holidays and vacations but also periods as crucial as the so-called Seollal (lunar new year) and Chuseok (day of honour) must be considered so as not to set the call. To the ancestor), as well as Gwangbokjeol, which, translated into Spanish, means ‘National Liberation Day’ or its independence day, August 15. The meeting must be convened several weeks in advance, having sent the Korean counterpart general information about the company in English and preferably also in Korean, thus denoting interest and fostering understanding with the other negotiating party.

Once this preamble has been strengthened, the spirit that must be possessed to strengthen these links with the Korean market must be based on consolidating interpersonal relationships, which require refined diplomacy in making contact. Factors that require special consideration are those such as The choice of a private room for the meeting, a sign of luxury and suitable for dealing with any business; Extreme punctuality, if it is already considerable in the Asian world, for Koreans, a simple minute out of time, is an absolute lack of respect and education, greatly damaging future negotiations; Respect for hierarchy and manners: Both parties must attend this meeting with the same hierarchical rank, hence the convenience of incorporating people of the same position or position in the negotiation; A consonance in the number of attendees on both sides is also substantial. For reliable and compliant Koreans, this particularity is an indicator of formality. Manners are essential during introductions; in the business context with a Korean, the appropriate greeting is made with a slight inclination of the head about fifteen or twenty degrees, followed by a handshake with eye contact, extending the right hand in turn. The left holding the elbow of the right, denoting with this gesture the weight and importance given to the person with whom one interacts. The greeting should be addressed first to the person of the highest rank to end with the lowest rank. The exchange of business cards must be carried out with an exact gesture, consisting of giving and receiving it with both hands. Once taken as a sign of respect, it should be read carefully and not be kept immediately, never in a pocket, as it could be considered an offence. It is appropriate to be placed in an important place, being able to leave it, for example, on the negotiation table, but under no circumstances should it be written on. The business cards of the other negotiating party must be written in English.

In this knowledge of how to function in business, other aspects must be considered to bring the negotiation to a successful conclusion. In the practice of negotiation with Korea, it is essential to avoid confusion in the agreement since misuse of the language can be considered an offence, the most appropriate thing in this type of meeting being the assistance of an interpreter who translates the native language into Korean, and if this were native, an even better option. Koreans do not feel comfortable speaking English, even if they master it. During the development of the meeting, which will have the heads of each delegation as spokespersons, there must be no interruptions, no speaking in one’s language, and respect for the moments of silence essential for reflection and serenity. In his negotiations, the Korean is sensitive to the technical and not the political; he will never deviate from a previously established script, granting the word a great value, so one must be very compliant with the commitments made. The Koreans highly appreciate Western gifts; they like to entertain with a typical book from their country, a cardholder, or even chopsticks, and typically, they also give a plaque of appreciation detailing the encounter. Regarding the Western counterpart, for the gift to be appreciated, it must be similar to the one received, avoiding gifts that add up to the number four, considered bad luck and detailing as a curiosity, that they appreciate whiskey, traditionally Irish, if it is European negotiators.

“Do your best to know who you have to face. “Never sit down and deal with a stranger.” This is what Somers White declares, referring to the fact that in the art of good negotiation, exhaustive knowledge of everything that concerns our interlocutors is essential, essentially, their negotiation methods.