Negotiating style is particularly important. Koreans can prove subtle and effective negotiators, and a commitment to a rigid negotiating tact early on may work to the American's disadvantage. Your offer may include the best price, technology and profit potential but still be turned down because the Korean customer does not like your style. Dress Businessmen are expected to wear a suit and tie. In social situations dress should be casual and practical clothes are suitable.
Subdued colors are most appropriate.
Avoid wearing shorts in public. The rural population wears traditional costume. The Korean society is highly male-dominated. If you are a woman, don't be shocked if rudely dealt with by a man. You have to strive much harder than your male counterpart in order to reach your goal.