South Korea is the 4th largest economy in Asia and the 10th largest in the world. The country boasts powerful industries in mobile, automotive, beauty, fashion, entertainment, and technology as a result of its substantial workforce that has usually put career over family. In the past, the average worker in Korea worked around 70 hours a week. However, to achieve a better work-life balance and change the Korean working culture, the national government lowered the maximum working hours to 52 hours. Consequently, Korean consumers now have more time to spend their disposable income.
In addition, South Korea is also recognized as the trendsetter for Asia. As such, the country holds a lot of potential for international brands who wish to penetrate the Asian market. If a brand is successful in the Korean market, it is most likely to succeed across the continent.