[WEEKENDER] Unknown at home, big abroad
It is generally considered less risky for companies to first establish a robust consumer base in the country where they are based, giving them a comfort zone for operations like marketing, administration and customer service. Expanding into overseas markets would be a logical next step. Major Korean firms almost always follow this approach, building operational know-how and a strong domestic…
![[WEEKENDER] Unknown at home, big abroad](/img/17301485)
For companies, launching a strong consumer base in their home country before expanding overseas is typically seen as the safer route. This allows them to establish operational expertise and a loyal domestic following. Korean businesses, in particular, tend to adopt this strategy, building up their operations and reputation within Korea before making a move abroad.
The global allure of Korean beauty and food products has been on the rise, with major exports reaching new highs. According to the Ministry of Food and Drug Safety, Korean beauty exports skyrocketed to a record $11.4 billion in 2025, marking a 24.5 percent increase from 2021. Similarly, Korean food exports hit a new peak at $10.4 billion in 2025, up 21.9 percent compared to 2021, as reported by the Ministry of Agriculture, Food and Rural Affairs.
This surge in global trade has spurred some smaller and medium-sized Korean companies to aim for international markets from the very beginning, rather than focusing solely on the domestic market.
Written by urgent.news from The Korea Times's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
This story
This is one outlet's version. Read the fullest account.
- [WEEKENDER] Unknown at home, big abroad koreatimes.co.kr
