I am quoted and contributed to the article …. Don Southerton
KIM JAEWON and PAK YIU
September 11, 2025 12:16 JST
Updated on September 11, 2025 14:47 JST
SEOUL/NEW YORK — Moon Young-ju could not contain his anger when he heard the news that over 300 South Koreans had been detained after U.S. immigration authorities last week raided a joint Hyundai Motor-LG Energy Solution battery factory under construction in the state of Georgia.
The 54-year-old former merchant protested in front of the U.S. Embassy in downtown Seoul on Wednesday with a yellow banner reading: “Yankees go home. Get out america army.”
“I came here because I was so upset,” Moon said after lighting a cigarette. “We invested as they demanded. We built factories as they demanded. It’s our blood, sweat and tears.”
Moon is not alone. South Korea’s government faces widespread public outcry and calls to stand up to the U.S. over the treatment of its arrested citizens, some of whom were seen in footage being led away restrained by body chains, although the two sides have since agreed to send the detained workers home this week on a charter flight.
The raid came as U.S. President Donald Trump pushes ahead with a crackdown on illegal immigration even as he demands that countries like South Korea make massive investments to build state-of-the art production facilities in America — part of his policy of “reshoring” manufacturing and reducing trade deficits.
South Korean President Lee Jae Myung said at a news conference on Thursday that the raid would likely make some companies from his country “hesitant” to carry out more large investments in the U.S. “Companies are quite taken aback. The fact is that they sent these workers to the U.S. not for the long term, but to set up machinery in a factory because there aren’t enough workers in the U.S. who know how to do that,” he said.
The raid and the accompanying national indignation have pushed Seoul to demand that Washington loosen visa rules for workers from abroad amid confusion about the status of the detained.
Lee expressed hope that authorities in the two nations could negotiate changes to visa regulations that would make it easier for South Korean firms to send workers to the U.S. for limited periods.
The government dispatched Foreign Minister Cho Hyun to Washington. The ministry said that he had a meeting with U.S. counterpart Marco Rubio on Wednesday, asking the secretary of state to set up a new visa category for South Korean workers.
He also told Rubio that South Koreans were “hurt and shocked” by the arrests of their compatriots, who came to the U.S. to contribute to the revival of the country’s manufacturing industry.
After arriving on Tuesday, he hosted a meeting with executives from eight South Korean companies operating businesses in the U.S., including LG and Hyundai Motor.
Company executives asked the minister to bring up with the U.S. the potential launch of a separate visa under the E-4 category — which currently covers certain classes of special immigrants — for South Korean professionals, as well as increasing approvals of E-2 visas — which cover professionals with advanced degrees and persons of exceptional ability — for South Korean companies investing in America. They also asked the U.S. government to clarify guidelines for B-1 visas, a short-term business visa that employees of South Korean companies get when they make work trips to the country. Many of the detained South Korean workers held such a visa.
Cho told the businesspeople that their concerns had already been conveyed to Washington and pledged to continue making efforts to ensure the smooth operation of South Korean companies investing in the U.S.
Moon Young-ju stands next to his protest banner near the U.S. Embassy in Seoul on Sept. 10. (Photo by Kim Jaewon)
South Korean companies complain that there is only a limited quota of B-1 visas, meaning they cannot get them when they need them.
“Sometimes we need to send our employees immediately,” said an industry source familiar with the issue, who also requested anonymity. “It’s not easy to set up a plan a year in advance. Many Korean companies raised this issue before. I’m very sorry that [the raid] happened before the problem was resolved.”
The incident has rattled Asian investors who have set up factories in the U.S. and highlights some of the labor difficulties foreign companies face. Companies are now wondering how they can set up and build manufacturing in the U.S. if they don’t have support from the authorities, said Don Southerton, a business consultant who works with South Korean companies such as Hyundai.
He anticipates some projects will slow down, and this will send ripples through America’s battery market. Southerton says the incident underscores the urgency of visa revisions that would allow expat engineers to work more effectively and streamline projects that will foster American manufacturing. Currently, he said, the visa system “allows them to teach how to use a screwdriver but doesn’t actually allow them to use a screwdriver. How can you show them how it’s done without actually demonstrating?”
On Monday, South Korea’s foreign minister said that resolving the visa issue is a precondition for the country to deliver the$150 billion in investments promised during a summit between the two allies last month.
“At the previous summit, there was a request for … [South] Korea’s large-scale investment, and we also responded to it. To achieve it, I would stress to the U.S. side that this visa issue is a precondition,” Cho told lawmakers before his trip to the U.S. capital.
In a post on Truth Social on Sunday, Trump said foreign companies were encouraged to legally bring “your very smart people, with great technical talent, to build World Class products.” He added, “We will make it quickly and legally possible for you to do so. What we ask in return is that you hire and train American Workers.”
Analysts said that South Korea needs to use its investment package as leverage to pressure the Trump administration into reaching an agreement on the issue.
“Because there are already pledges of large-scale investment, it should be possible to solve the visa quota issue within that framework,” said Jung Jae-hwan, a professor of international politics and economy at Inha University in Incheon.
“Of course the U.S. could impose new conditions, such as a certain portion of local hires, but at least they should be able to mitigate the recurrence of this kind of detention case.”
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South Korea’s corporate landscape reflects deep-rooted cultural values shaped by Confucianism, hierarchy, and collectivism. For expats and those engaging with Korean companies, understanding unwritten workplace norms is essential to forge strong relationships and succeed professionally.
Hierarchy in Korean firms is grounded in Confucian ethics: age, seniority, and title matter greatly. Communication with supervisors should be formal and deferential. Jondaemal (honorific speech) and addressing colleagues by their titles—such as “Kim Bujangnim” (Manager Kim)—demonstrate respect.
2. Communication Style: High‑Context & Indirect
Korean business communication is high-context, relying heavily on tone, body language, silence, and context rather than explicit statements. Criticism is almost always delivered indirectly—phrases like “we’ll consider it” may signal disagreement. Avoiding direct “no” preserves harmony and balance (“kibun”.
3. Teamwork & Collective Culture: “Uri” and “Inhwa”
Collectivism is central in Korean workplaces. The concept of “uri” (우리, “we”) emphasizes group over individual success, while “inhwa” reflects the value placed on internal harmony and consensus. Decisions often involve multiple unofficial steps and internal alignment before formal meetings. Building strong group cohesion is more prized than pushing an individual opinion.
4. Work Hours & “Hoesik”: Commitment Beyond the Office
Many Korean companies embrace the “pali‑pali” (“hurry‑hurry”) mindset—fast pace and urgency characterize daily operations. Despite limits like the 52‑hour workweek law introduced in 2018, extended hours and staying until senior management leaves (“face time”) remain common practice.
Hoesik (회식), or after‑work gatherings, play a pivotal role in team bonding. Whether dinners, karaoke, or casual outings, participation—even if optional—signals commitment. Drinking culture remains prevalent, though declining amid legal reform and growing awareness on gender and consent issues.
5. Etiquette & Nonverbal Norms
Bowing and Greetings: Bowing is still standard when greeting superiors; handshakes may be accepted, ideally with the right arm supported by the left(Santander Trade).
Eye Contact: Prolonged direct eye contact with seniors may be considered disrespectful; avoid overly assertive postures(Wikipedia).
Korean leadership often balances a paternalistic style with a heavy emphasis on maintaining group harmony. Leaders may avoid confrontation to preserve unity, while expecting loyalty and shared responsibility from team members. Feedback is typically private and tactful, especially when addressing sensitive issues—public critique is avoided wherever possible.
7. Mental Health, Work‑Life Balance & Reform
In recent years, South Korea has faced scrutiny over high stress, excessive overtime, and workplace bullying. Major companies are responding with internal mental health programs and regulatory compliance following reforms like the 52‑hour workweek and anti-bullying laws(Financial Times). While large firms leading the way offer counseling and wellness programs, progress in smaller companies lags, and performance pressure remains strong(Financial Times,).
Final Thoughts
Success in the Korean workplace goes beyond understanding a list of rules—it requires tuning into the values of respect, loyalty, and collective harmony. By embracing local etiquette, nuances in communication, and the importance of group cohesion, international professionals can build trust, foster productive relationships, and truly integrate into South Korea’s unique business culture.
Trusted Korea business advisor, culture coach, mentor, and consultant. Hyundai Whisperer…Incheon-IFEZ- Enter-tech… LTO Battery consultant
June 16, 2025
From sold-out K-Pop concerts to Korean dramas dominating global streaming charts, South Korea’s Korean Wave, or Hallyu, continues to gain momentum worldwide. At its core is a powerful blend of K-Pop, cinema, and television, supported by national policy and driven by a broader strategy: leveraging soft power to shape global culture and perception. The Korean Wave is no longer just a media trend—it’s a platform for international engagement, brand diplomacy, and cultural innovation.
K-Con’s Cultural Influence
Among the most influential cultural initiatives is K-Con, a series of global events connecting fans with Korean pop culture, music, fashion, and digital entertainment. But beyond fanfare, K-Con is proving to be a catalyst—inspiring the next generation of K-content infrastructure and immersive cultural spaces. One such example is Metacube Square , a bold new project in Songdo, within the Incheon Free Economic Zone (IFEZ). Drawing inspiration from the energy and engagement of K-Con events, Metacube Square is being developed as a enter-tech platform for immersive, new media art and interactive cultural content. It reflects how Korea is evolving beyond traditional concerts and fan gatherings to design technology-driven environments that merge performance, storytelling, and digital innovation.
While K-Con offers a physical gathering point for global fans, Metacube Square aims to extend that engagement into a permanent, next-generation experience hub—a place where culture, technology, and content innovation converge.
IFEZ: Building a Global K-Content Capital
The Incheon Free Economic Zone not only looks to back projects like Metacube Square- it is actively positioning itself as a global headquarters for K-Content innovation. Through policy tools, investment incentives, and international outreach, IFEZ is considering the development of a dedicated cultural district that integrates:
· Media production facilities
· Immersive tech and metaverse labs
· New media art dedicated space
· Cultural content startups
· International education and training centers
· Hosting infrastructure for global events like K-Con
IFEZ officials are also exploring partnerships with global streaming platforms, production studios, and event organizers to anchor major cultural content businesses in Songdo and the greater Incheon region. The goal is to make IFEZ a magnet for next-generation storytelling, leveraging Korea’s creative talent and digital infrastructure to build a new global enter-tech media city. As reported in the Korea JoongAng Daily , IFEZ’s long-term vision includes becoming a “K-Con Land” of sorts—an integrated destination for both creators and audiences, where cultural content is not just produced but experienced in new and immersive ways.
Culture as National Strategy
Korea’s cultural momentum is not only about popularity—it’s about strategy. Through content that resonates emotionally and visually, Korea is building influence and recognition on the global stage. Culture becomes an engine for diplomacy, commerce, and national branding. From digital concerts to immersive storytelling, K-Con and its offshoot inspirations like Metacube Square represent the evolution of Korea’s cultural exports. They transform fans into participants—and entertainment into interactive, scalable experiences. In this age of digital transformation, Korea is showing the world how to blend culture – entertainment and technology—not just for entertainment, but for long-term global impact.
I often comment in the media and to support client inquiries about foreign direct investment (FDI), market entry, and establishing Korean business partnerships. I’ve seen my share of successes and, sadly, costly mistakes, too. Even the best-experienced brands are often steered into poor arrangements from self-serving local advisors to contracting big-name firms.
This said, entering the Korean market can be a great opportunity. Here are my key considerations:
Business Culture Factors
1. Market research: Understanding your industry’s 2025 Korean consumer behavior, preferences, and trends.
2. Regulatory compliance: Familiarizing with Korean laws and regulations, such as labeling requirements, certification processes, and tax laws.
3. Partnerships: Considering selection and partnering with local companies or distributors to navigate the market and build relationships.
4. Cultural adaptation: Be prepared to adapt your product or service to Korean culture and language.
Costs
The cost of entering international markets can vary widely depending on several factors, including the project’s size, industry, target market, and entry strategy.
Here’s a general overview of the costs associated with different market entry strategies:
Market research and analysis: $10,000 – $50,000
Partner identification and negotiation: $10,000 – $50,000
LOI, MOU, and Joint Venture agreements: $5,000 – $20,000
Establishing a local presence- TM, IP, Legal entity: $10,000 – $50,000
Hiring local staff: $20,000 – $100,000
The bottom line is that experience matters. As always, you pay for what you receive in value and services. My initial focus is always strategy and brand fit.
In this Part 2 Korean norms, I provide insights for Western executives, and in Part 3, I will share more with teams interacting with Korea.
As noted for global teams, steering the norms and expectations of the Korean workplace can be challenging. Furthermore, failing to meet expectations and, in many cases, misinterpreting situations is concerning. Although individuals may be very confident in their positions and way of doing things, they may never see their demise coming and will be blindsided.
Seasoned Korean executives are highly intuitive and sensitive to everything around them. They read situations and adapt. Little gets by them. In fact, few ever reach an executive level without such a skillset.
To share a couple of takeaways…
First, a Western executive is hired for two reasons based on their background and experience. 1) To do the job you were hired. And 2), to develop solutions, ideas, and workarounds. These solutions should include several options to present to leadership and, at times, ideas “out of the box.”
Next, I strongly recommend Western executives receive ongoing and frequent updates on Korea and the workplace, as well as coaching and mentoring. On-demand and weekly sessions can address questions and issues impacting your company and issues that surface.
As always, I am here to discuss… Let’s set a time to talk.
For global teams, steering the norms and expectations of the Korean workplace can be a challenge.
Workplace norms differ less today in Western operations, as the international business model is common, despite some regional differences.
That said, Korean domestic companies and headquarters follow a Korean business model. However, as I have shared in articles, podcasts, and books, change has occurred, such as casual dress.
Today, however, we may observe that recently assigned Korean expats still adhere to the traditional model, at least in their interactions with the Korean team and in daily correspondence with Korea. Most notable is their use of titles with Korean teams and seniors, as well as their quiet, respectful demeanor with upper management.
This difference between Western business industry norms and today’s accustomed practices and those of Korea and their operations can sometimes be challenging.
First and foremost, although local leadership manage their operations, they still need to report to a Korean HQ. In the past, it was the expat’s responsibility, and there was an expectation that reports would be formatted according to SOP HQ guidelines.
Next, with more direct meetings between Western teams and Korea, time differences can be challenging, especially for pressing issues that need immediate action. These often occur with time differences overlapping late in the day, and when Koreans at the HQ arrive at work. This can easily push discussion into the evening for local teams. And, in the past, with expats interacting with Korea, they often stayed late into the evening and even overnight.
So, what are the workarounds?
I recommend that 1) Western leadership receive ongoing and frequent updates on Korea and the workplace, as well as coaching and mentoring, where questions and issues impacting their company and work can be addressed.
And 2, the local team also needs immersion in Korean business norms, practices, and expectations—both in general and specifically with their home Korea Group and its sister companies. Norms can vary, for example, between Hyundai, CJ, Samsung, LG, SK, and their startups. Moreover, Korea is constantly changing.
By Don Southerton Trusted Korea business advisor, culture coach, mentor, and consultant. Hyundai Whisperer…Incheon-IFEZ
A shift in support, coaching, and onboarding for Korean businesses.
In a conversation with a Korean American colleague supporting one of Korea’s top groups, our discussion shifted to the changing business model and the Chaebol’s newer approach to overseas development.
For example, early entries into the US and North America dispatched teams of expatriates to set up and manage their local operations. Although local teams were responsible for operations, Korean expatriates, often called Coordinators, acted as shadow management with considerable oversight, especially in Finance.
Moreover, as in Korea, the business model was to create their own local sister subsidiaries in marketing, IT, logistics, manufacturing, and design.
Today, many Korean groups new to the US market have taken a different path: acquiring their first entrants through M&A and building their local organizations through acquisition.
In most cases, Korean expats typically work on more temporary assignments and liaise with the Korea HQ.
Getting back to my conversation, much of my earlier work with Korean Groups involved providing support to local Western leadership and teams on how best to interact with the expats who, as I mentioned, had considerable oversight and could override well-thought-out decisions.
Today, we have observed Korean groups significantly reducing the dispatch of expats, although a few divisions still adhere to the old model.
What stands out today is the shift away from embedding expats with divisions acquired through M&A or partnerships.
There are still challenges. First and foremost, although local leadership manages their operations, they must report to a Korean HQ, and their teams must interact with Korean counterparts. The time difference is the least of the challenges.
This then requires a deep understanding of Korean business norms and expectations, which are vital for smooth global operations.
I recommend that 1) Western leadership be provided with ongoing coaching, frequent updates on Korea and the workplace, and a coach or mentor to discuss questions and issues that impact their company and work.
2) The local team needs immersion in Korean business norms, SOP, practices, and expectations… in general and with a specific Korea Group—and even their sister companies. Norms do vary, for example, between Hyundai, CJ, Samsung, LG, SK, and their startups. Not to mention that Korea is constantly changing.
As always, I am here to discuss… Let’s set a time to talk.
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The National Assembly (Parliament) has passed a motion to impeach President Yoon Suk-yeol for issuing a short-lived martial law on December 3rd. The motion suspends Yoon’s role as South Korea’s president.
Prime Minister Han Deok-soo will step in as acting president to lead the nation until Yoon returns to office or until a new president is elected.
The Constitutional Court has six months to review the impeachment motion. If the court upholds the motion, a new presidential election will be held within two months of the court’s decision.
I assume he will be impeached, as most feel the reasons President Yoon’s grounds for martial law were political rather than his reason to “investigate election fraud manipulated by North Korea.”
His motives stem more from frustration with advancing the administration’s agenda and his desire to prevent the opposing party from meeting.
My takeaway is that South Korea’s democracy is vibrant after decades of authoritarianism. Politicians embrace free speech and confrontation, and massive public rallies are typical. What is apparent is that Korean democracy remains strong and resilient.
Concerns about potential trade restrictions regarding the impeachment’s international impact on business have been raised.
Although the incumbent Trump administration has not explicitly mentioned tariffs on South Korea, there is potential for tariffs on Korean-made goods and services.
More to the point, during the previous Trump administration, in which President Trump met with the former Korean president and engaged in ongoing negotiations, we saw exemptions for Korean products subject to punitive tariffs.
The status of the South Korean leadership in limbo could pose a challenge until the Korean presidency is resolved.
That said, in my opinion, President-elect Trump seems to have greater concerns about U.S. military troops in South Korea than about any bold mention of trade restrictions—unlike with the EU, China, Mexico, and Canada.
About Don
Don Southerton has a long history of offering Korea-facing market entry, strategy, and consulting services to businesses around the globe.
On business issues, Southerton has contributed to CNBC, The Economist, Automotive News, the BBC, CNN Fortune, Korea Times, Yonhap, tbs eFM, Wall Street Journal, Branding in Asia, and Forbes.
Southerton is the author of more than a dozen books, including, most recently, Korea 101: The Book (2023) and Hyundai Way: Hyundai Speed (Third Edition, 2023).
South Korea seeks US visa rule changes after mass arrests spark outrage
I am quoted and contributed to the article …. Don Southerton
KIM JAEWON and PAK YIU
September 11, 2025 12:16 JST
Updated on September 11, 2025 14:47 JST
SEOUL/NEW YORK — Moon Young-ju could not contain his anger when he heard the news that over 300 South Koreans had been detained after U.S. immigration authorities last week raided a joint Hyundai Motor-LG Energy Solution battery factory under construction in the state of Georgia.
The 54-year-old former merchant protested in front of the U.S. Embassy in downtown Seoul on Wednesday with a yellow banner reading: “Yankees go home. Get out america army.”
“I came here because I was so upset,” Moon said after lighting a cigarette. “We invested as they demanded. We built factories as they demanded. It’s our blood, sweat and tears.”
Moon is not alone. South Korea’s government faces widespread public outcry and calls to stand up to the U.S. over the treatment of its arrested citizens, some of whom were seen in footage being led away restrained by body chains, although the two sides have since agreed to send the detained workers home this week on a charter flight.
The raid came as U.S. President Donald Trump pushes ahead with a crackdown on illegal immigration even as he demands that countries like South Korea make massive investments to build state-of-the art production facilities in America — part of his policy of “reshoring” manufacturing and reducing trade deficits.
South Korean President Lee Jae Myung said at a news conference on Thursday that the raid would likely make some companies from his country “hesitant” to carry out more large investments in the U.S. “Companies are quite taken aback. The fact is that they sent these workers to the U.S. not for the long term, but to set up machinery in a factory because there aren’t enough workers in the U.S. who know how to do that,” he said.
The raid and the accompanying national indignation have pushed Seoul to demand that Washington loosen visa rules for workers from abroad amid confusion about the status of the detained.
Lee expressed hope that authorities in the two nations could negotiate changes to visa regulations that would make it easier for South Korean firms to send workers to the U.S. for limited periods.
The government dispatched Foreign Minister Cho Hyun to Washington. The ministry said that he had a meeting with U.S. counterpart Marco Rubio on Wednesday, asking the secretary of state to set up a new visa category for South Korean workers.
He also told Rubio that South Koreans were “hurt and shocked” by the arrests of their compatriots, who came to the U.S. to contribute to the revival of the country’s manufacturing industry.
After arriving on Tuesday, he hosted a meeting with executives from eight South Korean companies operating businesses in the U.S., including LG and Hyundai Motor.
Company executives asked the minister to bring up with the U.S. the potential launch of a separate visa under the E-4 category — which currently covers certain classes of special immigrants — for South Korean professionals, as well as increasing approvals of E-2 visas — which cover professionals with advanced degrees and persons of exceptional ability — for South Korean companies investing in America. They also asked the U.S. government to clarify guidelines for B-1 visas, a short-term business visa that employees of South Korean companies get when they make work trips to the country. Many of the detained South Korean workers held such a visa.
Cho told the businesspeople that their concerns had already been conveyed to Washington and pledged to continue making efforts to ensure the smooth operation of South Korean companies investing in the U.S.
Moon Young-ju stands next to his protest banner near the U.S. Embassy in Seoul on Sept. 10. (Photo by Kim Jaewon)
South Korean companies complain that there is only a limited quota of B-1 visas, meaning they cannot get them when they need them.
“Sometimes we need to send our employees immediately,” said an industry source familiar with the issue, who also requested anonymity. “It’s not easy to set up a plan a year in advance. Many Korean companies raised this issue before. I’m very sorry that [the raid] happened before the problem was resolved.”
The incident has rattled Asian investors who have set up factories in the U.S. and highlights some of the labor difficulties foreign companies face. Companies are now wondering how they can set up and build manufacturing in the U.S. if they don’t have support from the authorities, said Don Southerton, a business consultant who works with South Korean companies such as Hyundai.
He anticipates some projects will slow down, and this will send ripples through America’s battery market. Southerton says the incident underscores the urgency of visa revisions that would allow expat engineers to work more effectively and streamline projects that will foster American manufacturing. Currently, he said, the visa system “allows them to teach how to use a screwdriver but doesn’t actually allow them to use a screwdriver. How can you show them how it’s done without actually demonstrating?”
On Monday, South Korea’s foreign minister said that resolving the visa issue is a precondition for the country to deliver the$150 billion in investments promised during a summit between the two allies last month.
“At the previous summit, there was a request for … [South] Korea’s large-scale investment, and we also responded to it. To achieve it, I would stress to the U.S. side that this visa issue is a precondition,” Cho told lawmakers before his trip to the U.S. capital.
In a post on Truth Social on Sunday, Trump said foreign companies were encouraged to legally bring “your very smart people, with great technical talent, to build World Class products.” He added, “We will make it quickly and legally possible for you to do so. What we ask in return is that you hire and train American Workers.”
Analysts said that South Korea needs to use its investment package as leverage to pressure the Trump administration into reaching an agreement on the issue.
“Because there are already pledges of large-scale investment, it should be possible to solve the visa quota issue within that framework,” said Jung Jae-hwan, a professor of international politics and economy at Inha University in Incheon.
“Of course the U.S. could impose new conditions, such as a certain portion of local hires, but at least they should be able to mitigate the recurrence of this kind of detention case.”
Additional reporting by Steven Borowiec.
South Korea seeks US visa rule changes after mass arrests spark outrage