Your Guide to Doing Business in South Korea
Cultural coaching and hands-on preparation – from someone who's lived both cultures.
Hanguk Insights helps business leaders and teams understand the cultural, communication, and relationship-building practices that define success in South Korea.
Founded by Maj Bjerre — born in South Korea, raised in Denmark — we bring more than 20 years of experience in communication and cultural understanding to companies entering the Korean market or strengthening existing partnerships there
How we help
Whether you're preparing your team for the first business trip to Korea, negotiating with Korean partners, or building a long-term presence in the market, we offer tailored cultural coaching, team talks, and hands-on trip preparation – so you can avoid costly misunderstandings, be confident and build lasting relationships with your Korean partners.
CULTURAL COACHING
One-on-one sessions on cultural differences, relationship- building, negotiation style, and and leadership expectations in Korea.
TEAM TALKS
We prepare your team with tailored presentations on Korean business culture, communication styles, and hierarchy.
TRIP PREPARATION
Practical and cultural preparation for your team's business trips to Korea. We make sure you get the most out of your visit
Our approach has helped teams — including at Hyundai DENMARK — prepare for high-stakes international engagements in Korea.
A new English edition of Maj Bjerre's book on South Korean business culture launches early next year (2027).
Let’s talk
Book a free 30-minute introductory call to discuss your team's needs.