Find sales agents or sales representatives in South Korea

For a lot of products working with a local sales agent or with a dedicated sales representative can be a good solution.

Especially if you have a customized product or service, or you want to work with a number of resellers in the country, an agent can be the one connecting these parties to your organization abroad.

Agents can be individuals, but I often recommend to work with established companies who already have a good network and where you are not dependent on just one person.

Set up your sales force in South Korea

South Korea has a population of about 52 million as of 2023. Known for its economic miracle, technological advancements, and vibrant culture, South Korea is a significant global player.

With a GDP per capita of approximately $31,000 USD in 2023, South Korea’s economy is heavily driven by exports. Major industries include electronics (like smartphones and TVs), automobiles, shipbuilding, and steel. The country is also a leader in technological innovation and digitalization.

South Korean Business culture

South Koreans are serious businessmen and tough negotiators. Koreans are familiar with English and if well educated, are functionally fluent in the language. However as English is not their native language, do not assume that their appearance of agreement is an indication of understanding. Koreans prefer that a familiar face make the introductions to a new business associate. They are extremely patriotic. Thus any awareness shown by foreigners of Korean culture, is rated highly.

South Koreans play with their cards close to their chest so be prepared for anything! They will always believe that they are negotiating from a position of strength (Customer is King) and try and get the maximum from the deal whilst giving away the minimum.

Agent, local office or distance selling?

An agent sells in your name for a commission and has limited room to negotiate. A local office gives you full control, but costs staff and facilities. Distance selling works when your product can be delivered and serviced from abroad.

Be careful with agent contracts. In many countries agents are well protected by law, and ending the relationship can mean compensating the income you take away. Agree territory, targets, commission and termination before you start.

Do you need help in South Korea?

Our service providers are local specialists. They know the market, the regulations and the parties that matter, and they can support you with the steps on this page.

Ask a professional

Finding a sales agent in South Korea in three steps

Step 1

Describe the role

Decide what the agent does: generate leads only, or close deals and handle after-sales too. Set the territory, the type of customer and the commission.

Step 2

Find and screen

Prefer an established agency over a single individual. Check which brands they carry, whether those compete with you, and ask two of their clients for a reference.

Step 3

Contract and manage

Put targets, reporting, commission and termination in writing, and plan regular contact. An agent who hears nothing from you sells nothing for you.