If you agree that MLM is a relationship based business, I am sure you will also agree that you must learn the culture of your new market. Learning the culture before strategy is a MUST because strategy with cultural ignorance is destined to fail.
In regards to Korean culture in relation to network marketing, there are few cultural aspects that need to be considered in order to design your strategy more effective. Here I listed 3 major aspects of culture that can affect your MLM business from A to Z.
- “Pali-Pali” culture: To Koreans, slow means laziness and it is a sin.
- It means “quickly, quickly”. Koreans have the most fast moving culture in every aspects of life. (A online post at bigberry.eu describes it well.) With “Pali-Pali” culture, Korea was able to recover from Korean War, create “Miracle on the Han River“, and became Global Top 10 economy within a half century or so.
- This is a crucial aspect of MLM business in Korea because it affects your relationship with your partners & consumers, effectiveness of promotions, and your positioning in market place.
- Emotional : Yes, Koreans are (highly) emotional.
- This makes building momentum easier than other countries, people respond to promotions with passion and determination, and celebrations more effective. When Koreans FEEL that they are treated right, respected, cared for, included, and recognized, they will give you everything they got.
- On the other hand, it makes them sensitive. They can easily become jealous and upset over a thing; but, they also easily recover from it like nothing happened., many times , a simple and sincere apology works like a magic. This means organization culture is more important than most of the other countries.
- So, try to think how a promotion or a change will affect their emotions before thinking about logics and numbers. Seek for emotional trigger in your talks, presentations, products. and promotions. If you can do that, you will see and be amazed by how Koreans are dedicated to their work. After all, it is the people that moves the business.
- Tribal culture: Being emotional makes Koreans bonding in relationship stronger.
- I remember seeing a group of young mothers of 6 or so gathering at a café after dropping off their kids. I was sitting next to them and could hear their conversation. They were talking about kids, husbands, in-laws and so on. They were laughing and having lots of fun. And, all of sudden, one lady stood up taking orders for Amway products. Going around the table, each lady told the Amway lady what they want and paid cash right there. For me, it was very strange, for them, it was just one of their tribal meeting. It is the reason that “group buying” is normal for Koreans.
- We have seen a few companies with only a 3~5 products creating a great momentum that companies with many good products could not. Basically, it is having a few products enabling them to focus and create their own tribe around the core product. On the other hand, I have seen companies with great product portfolio failing because they have too many good products and failed in creating and/or serving tribal community.
Studying new market begins with studying their culture!
If you do your homework, MLM market in South Korea can become major source of revenue stream for your company, just like it has been for many other companies.
Furthermore, did you know that 5 of Top 10 in MLM Korea (Amway, Herbalife, NuSkin, PM Int’l, and Atomy) are in Global Top 10 (Directselling News)? Which means you have every reason to grow into Top 10 in Korea. And you can begin your journey to get there with respecting and learning the culture first!
* I found an article titled, “10 Personality Traits about Koreans You Should Know!“, reading this article will also help you to understand Korean culture in general.
Gateway to MLM Korea 