- The Digital X
- Sep 10
- 8 min read
Updated: Sep 11
To succeed with marketing initiatives in South Korea, it is essential to have a clear understanding of market trends and consumer behavior.
Given the country’s limited market size, businesses must also carefully recognize cultural and value-based differences with Japan in order to approach the market effectively.
In this article, The Digital X, with over 18 years of experience in digital marketing, will address the following key questions:
What are the current conditions of the Korean market and how does it differ from Japan?
What are the key characteristics and behaviors of Korean consumers?
What are the secrets to succeeding in Korean marketing?
We will also share winning strategies and success stories from the Korean market, making this a must-read for businesses aiming to succeed with promotions in South Korea.
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[Differences from Japan] Characteristics of the Korean Market and Internet Environment
Let’s begin by comparing the internet landscape in Japan and South Korea.
The table below outlines differences in total population, smartphone penetration, internet penetration, and social media usage rates.
Although both Japan and South Korea face challenges of an aging and shrinking population, South Korea’s population is less than half the size of Japan’s.
While South Korea is often perceived as a market full of business opportunities, the actual market size is not very large.
This makes it essential to develop a well-planned, data-driven strategy in order to succeed in Korean marketing.
Population Differences and Internet Penetration
The table below compares the total population and number of internet users in Japan and South Korea:
Country | Total Population | Internet Users | Internet Penetration |
|---|---|---|---|
South Korea | 51.77 million | 50.30 million | 97.2% |
Japan | 123.0 million | 104.4 million | 84.9% |
As noted earlier, Japan’s total population is more than double that of South Korea.
However, South Korea’s internet penetration rate is significantly higher, ranking among the highest in the world. This makes digital marketing strategies especially effective in the Korean market.
Differences in Digital Culture
Next, let’s take a closer look at the digital culture of South Korea, often referred to as an “IT powerhouse.”
The table below shows the share of digital devices and media usage rates in South Korea as of January 2024.
On the other hand, the share of digital devices and media usage rates in Japan are as follows.
In South Korea, the adoption rates of digital devices — including smartphones, tablets, desktops, and smartwatches — are generally higher than in Japan. As a result, the average daily internet usage time is also significantly longer.
South Korea is also known as one of the world’s early leaders in the cashless economy. As early as 2016, the country’s cashless adoption rate had already reached 96.4%, and today, credit card payments remain the dominant method.
Because of this environment, both individuals and businesses in South Korea are highly active in using online services.
These factors have shaped a consumer culture where the entire purchasing journey often takes place online — from brand discovery and product comparison to purchase and even posting reviews.
Differences in Social Media Share Rates
The table below highlights the differences in social media penetration between Japan and South Korea:
Country | Social Media Users | Penetration Rate |
|---|---|---|
South Korea | 48.34 million | 93.4% of total population |
Japan | 96.0 million | 78.1% of total population |
In South Korea, 96.1% of internet users are active on at least one social media platform, a significantly higher penetration rate compared to Japan. This makes social media marketing highly effective in the Korean market.
Furthermore, about half of all social media users in South Korea are on Instagram. For this reason, businesses considering Korean social media marketing should prioritize Instagram strategies as a key entry point.
For more details, see:
Differences in Search Engines
Below is a comparison of the Top 4 search engines in South Korea and Japan:
Rank | South Korea | Japan |
1 | NAVER | |
2 | Bing | |
3 | DAUM | Yahoo! |
4 | Bing | YANDEX |
In South Korea, NAVER holds the highest share, and domestically developed search engines are prominent. Because NAVER uses its own search algorithm, SEO tactics designed for Google do not directly apply. As a result, mastering NAVER SEO is essential for success in South Korea digital marketing.
For details, see:
Korean Marketing Strategy: Keys to Success
From here, we introduce three core principles for building a winning Korean marketing strategy:
Understand cultural and value differences with Japan
Grasp consumer tendencies
Find a reliable local partner
Effective strategy in Korea depends on thorough groundwork. To avoid gaps in research, it’s critical to work with native partners on the ground or teams deeply familiar with the local market.
Understand Cultural and Value Differences with Japan
A deep understanding of Korean culture, values, and daily habits is indispensable. While Japan and South Korea share regional similarities, their roots and value systems differ — and failure to recognize these differences raises the risk of marketing missteps.
For example, Confucian values are firmly rooted in Korean society. Hierarchy, etiquette, and family ties are emphasized more strongly than in Japan. Beyond avoiding missteps in the first contact, relationship-building that can feel almost personal — even in business — often leads to better outcomes.
Korea also has a “ppalli-ppalli” (hurry-up) culture, which favors fast decision-making. This contrasts with Japan’s emphasis on meticulousness and quality. Slow, heavy-footed responses are likely to stall progress. Build strategy with these dynamics in mind, tracking trends and market signals closely.
For more, see:
Grasp Consumer Tendencies
Korean consumers place strong weight on reviews and word-of-mouth. Feedback from friends and family, as well as opinions from favorite celebrities and influencers, heavily influences purchase intent. There is also a notable tendency toward brand trust and loyalty.
Understanding Korea-specific buying behavior and consumption patterns directly informs campaign design and promotion planning for the Korean market.
Find a Reliable Partner
As noted, local research is crucial to winning in Korean marketing. Combined with consumer trust in close circles and brands, finding a trusted partner becomes even more important.
Building partnerships with local companies makes it easier to gather information on trends and local value systems, accelerating mutual understanding. However, unlike in Japan, Korean companies may not open up through a purely transactional approach. Start by building rapport and trust — even if it feels roundabout.
Invest time in deepening relationships, including personal interactions and in-person communication (e.g., business dinners), not just online exchanges. Patience and consistent engagement pay off.
Winning Strategies for Digital Marketing in South Korea
The following approaches are key to achieving success in South Korea digital marketing:
Web marketing through NAVER
Branding and packaging optimized for social media appeal
Influencer marketing
Celebrity-driven promotional campaigns
To succeed, businesses must not only focus on their own branding but also adopt strategies that resonate with Korean consumers and cultural expectations.
Web Marketing Through NAVER
For any company entering the Korean market, NAVER is the first search engine to master.
Unlike Google, NAVER prioritizes content within its own ecosystem — such as NAVER Blog and NAVER Ads — over organic search results.
This means that traditional SEO tactics built for Google do not apply directly. Instead, businesses should focus on:
Listing ads (NAVER Ads), which capture user attention effectively
NAVER Blog, a popular format in Korea that also allows limited SEO optimization
Extensions and NAVER-specific features that improve visibility
Because blogging culture is especially strong in Korea, NAVER Blog remains an important platform for building trust and awareness.
Branding and Packaging for Social Media Appeal
Another crucial strategy is designing products and campaigns that align with Korea’s strong “social media appeal” culture.
Unlike Japan’s version of “Instagrammable,” Korean consumers expect thoughtful product design and packaging that naturally encourage posting and sharing.
Word-of-mouth plays a major role in Korea. Many companies focus on how to make products shareable on social media, and consumer-generated posts often have a direct impact on sales.
Case Example – MSMR (Korean Socks Brand):
Includes personalized thank-you letters in the customer’s local language with each online order.
Creates an unboxing experience that consumers want to share on social media.
Actively monitors user posts and engages with them via reposts, likes, and thank-you messages.
In Korea, it is common practice for companies to interact directly with user posts, reinforcing engagement and trust.
Influencer Marketing
In South Korea, influencers and celebrities are often more effective than direct brand-led promotion.
Two notable Instagram influencers include:
Kang Terry (강태리) – A popular influencer and former idol, well-known in both Korea and Japan. She frequently posts in Japanese, making her a bridge between both markets.
Kang Kyungmin (강경민) – A model with over 1 million followers, known for lifestyle-driven posts. She has previously collaborated on fragrance and apparel PR campaigns, attracting strong support from younger audiences.
These examples highlight the importance of leveraging influencer credibility to connect with Korean consumers.
Celebrity-Driven Promotional Campaigns
Korean pop culture — K-pop, dramas, and film — enjoys massive popularity worldwide. Leveraging this cultural momentum by partnering with idols and actors is a highly effective way to build brand awareness.
For younger demographics, trendy campaigns tied to pop culture resonate strongly. Meanwhile, promotions that emphasize Korea’s traditions and cultural values appeal to older generations, broadening brand reach.
Frequently Asked Questions (FAQ)
What are the key to successful social media marketing in Korea?
To succeed in Korean social media marketing, it is essential to leverage the most widely used platforms with the highest share rates.
For details, see:
What types of promotions are effective for increasing brand awareness in Korea?
For proven strategies, see the following article introducing three data-driven promotional approaches for Korea:
Which search engines have the highest market share in Korea?
South Korea’s search market is dominated by NAVER, along with other domestic engines. For details, see:
What are the characteristics of Japanese companies that succeed in Korean business?
For insights into the traits of successful Japanese companies in Korea, see:
Which video streaming platforms are most popular in Korea for advertising?
To explore Korea’s top video streaming sites and their role in the growing OTT market, see:
How can Instagram hashtags be used effectively for inbound marketing?
For best practices on using Korean hashtags on Instagram to attract inbound customers, see:
Consult The Digital X for Korean Marketing Strategy
To succeed in Korean marketing, it is essential to fully understand the market size, consumer trends, and the country’s unique culture and values.
Gathering native-level insights is critical for building effective strategies. However, managing this while simultaneously maintaining your own branding efforts can be challenging.
At The Digital X, our team of digital marketing professionals provides precise support for companies entering the Korean market.
With the expertise of native marketers, we deliver strategies that combine the latest market insights with deep local knowledge — helping your business succeed in Korea with confidence.
Contact us today to explore how we can help your brand grow in South Korea.
