How Studying Abroad in South Korea Shaped My Business Success Through ‘Nunchi’

Hey there! Imagine being 18, studying abroad in South Korea, and falling head over heels for the country. That was my story. But what happened next was even more exciting — I built a business there! And guess what? Learning 'nunchi' played a massive role in my success.

Embracing the Korean Competitive Spirit

Discovering the Secret of 'Pali-Pali'

So, picture this: people in Korea are all about speed, or as they call it, 'pali-pali' — quick-quick. It may seem overwhelming, but I saw it as an opportunity. While some found it stressful, I saw a chance to thrive in a society bursting with potential.

Overcoming Challenges in the Korean Business Landscape

Winning Over Investors as a Foreign Founder

Now, let me take you back a decade when Korean beauty products were all the rage. I spotted a gap, dived into injectables like fillers and Botox, and launched my business. But as a foreigner, especially a Caucasian one, I stood out like a sore thumb to investors. They were more curious about me than my business!

The Power of 'Nunchi' in Business

Unlocking Success Through Cultural Insight

Here's the deal: 'Nunchi' is key in Korea. It's about reading between the lines, understanding unspoken cues, and navigating the nuances of Korean business culture. Without 'nunchi,' it's tough to crack the market here.

Becoming a Korean Citizen

My Journey to Naturalization

Fast forward to today, and Korea feels like home. I've embraced the language, culture, and even passed the naturalization exam. Korea isn't just where I do business — it's where I belong.

So, if you're eyeing business success in Korea, remember this: learn the language, embrace the culture, and let 'nunchi' be your guiding light. Who knows? You might just find yourself at home in this vibrant, competitive market.

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By: cmlee@insider.com (Lee Chong Ming)
Title: How Studying Abroad in South Korea Shaped My Business Success Through ‘Nunchi’
Sourced From: www.businessinsider.com/foreign-founder-south-korea-nunchi-roman-vernidub-koru-pharma-2025-9
Published Date: Mon, 01 Sep 2025 00:00:02 +0000