300-9 Yomgok-dong, Seocho-gu, Seoul, 137-749, Republic of Korea www.kotra.or.kr TEL: +82-2-3460-7114 FAX: +82-2-3460-7777
Fuel for Your Business Success! The Driving Force behind World Trading Power! Your global business partner! KOTRA! The world economy never sleeps. Neither does KOTRA. From New York City to Damascus, from Beijing to Khartoum, KOTRA’s vast global network connects Korea to the rest of the world 24/7. KOTRA again proved its mettle during the recent financial crisis, steering Korea safely out of the economic doldrums with its creative strategies. At KOTRA, we are proud to support the globalization of your business and propel your enterprise to success. As an organization underpinned by strong international business expertise, KOTRA is everywhere that economic opportunities are, supporting and accompanying Korea on its way to a greater future.
CONTENTS 01
Prologue
02
CEO Message
04
Major Accomplishments
08
Main Activities (Business Areas)
12
Main Activities (Roles)
16
Main Activities (FDI Inbound/Outbound)
20
Ethical Management
21
KOTRA Timeline / Organization Chart
CEO Message
Since being established in 1962 to assist with Korea’s transformation into an export-driven nation, KOTRA has played an indispensable role in the growth of the Korean economy. During the 1960s-1970s, a period which saw rapid economic development in Korea, KOTRA spearheaded a campaign to develop export channels overseas, ultimately helping Korea become one of the world’s largest trading nations. During the 1990s in the wake of the Asian financial crisis, Invest KOREA, Korea’s national investment promotion agency, was established, thus improving the systems with which to attract much-needed foreign investment that would help steer the nation out of the crisis. In the face of the recent global economic downturn, KOTRA has hosted large-scale trade shows such as Buy Korea which have breathed new vitality into the Korean economy. KOTRA’s efforts to support partnerships and cooperation between Korean and overseas firms will continue unabated into the future. Going forward, the agency plans to increase its support activities toward global cooperation in promising business fields including knowledge services, the medical, biotech and green industries, and government procurement. In the coming years, KOTRA will also strive to stimulate international
Looking to Do Business with Korea? KOTRA Can Help!
exchange in skilled human resources through Contact Korea, a division newly established in 2008. Furthermore, KOTRA provides comprehensive support for inbound and outbound direct investment, and stands behind efforts to expand both exports and imports. As Korea looks forward to hosting the G20 Summit in 2010, becoming a responsible and contributing member of the international community is an important goal as a nation. To this end, KOTRA will spare no effort to support promising business projects with Korean firms, accompanying our clientele every step of the way on the path to success. The support you have shown KOTRA so far is greatly appreciated and we hope this support and interest will continue far into the future.
Hwan-Eik Cho, President & CEO of KOTRA
KOTRA 02 03
Major Accomplishments
A Successful
Creative Thinking and Innovative Strategies for Success! In the wake of the global financial crisis, some foreign media voiced pessimistic views about Korea’s economic outlook. At KOTRA, meanwhile, we remained confident about Korea’s ability to ride out the economic storm. Thinking innovatively and acting boldly in the face of the crisis, we found the solution through international trade. At KOTRA, we believe in innovation and strategy to turn challenges into economic opportunities.
99
KOTRA
The world’s largest, economic network, consisting of 99 KBCs(Korea Business Center) located in 72 countries. We bring the news from economic scenes worldwide to keep your enterprises in Korea abreast with the latest developments around the globe.
04 05
Major Accomplishments
KOTRA’s endeavor for Korea’s Brighter Future continues
Major Trade Shows to Steer the Economy out of the world economic Crisis! ▶ Buy Korea, the trade show hosted by KOTRA on major export products of Korea, provided it with opportunities and solutions to rise above the economic crisis sweeping the world. ▶A US$ 27 million deal on airplane boarding bridges successfully negotiated with the BAA.
Supporting Multi-Party Cooperation with Global Corporations to Boost the Competitiveness of businesses! ▶ A project for joint R&D between Korean SMEs and Qualcomm and Sanofi-Aventis and FDI in Korea is underway. ▶Opportunities for direct transactions with global corporations such as Toyota. ▶Marketing assistance toward Korean auto part makers such as GM Autoparts Plaza.
Joint Logistics Centers Serving as Overseas Distribution Hubs! ▶ KOTRA’s joint logistics centers are set up in 21 major cities and regions around the globe, including Shanghai, Antwerp and New York City. ▶Lowering logistics costs for SMEs for competitiveness of businesses. ▶Business meeting for large North-American online retail channels.
Effort to Identify Potential Overseas Buyers! ▶ A new division (Bachatsa) in charge of identifying potential buyers and assisting Korean businesses to obtain export deals. ▶ New export deals worth US$ 19 million were made since the launch of Bachatsa.
Opening New Channels to Chinese Market! ▶ ’Korean Product Direct Marketing Center’ set up by Alibaba, China’s largest online retailer. ▶ Xian KBC opened for developing western China.
Inroads into Overseas Government Procurement Markets, Creating New Stable Export Channels! ▶ KOTRA helped land an airport renovation project on seven UK airports, a five-year project worth GBP 6.5 billion. ▶ Government procurement support centers in three regions: North America (Washington DC), UN (New York City), EU (London). ▶ ’US Government Procurement Week’ hosted annually in Washington DC to promote cooperation between Korean and US government suppliers and help make inroads into the US federal procurement market.
KOTRA 06 07
Main Activities (Business Areas)
A Global Business
We Support New Business Sectors and, Change the Paradigm in Overseas Marketing! KOTRA has always been a trailblazer. Charting new economic frontiers never explored by anyone else before has always been our goal. Over the forty-eight years of its existence, KOTRA has been supporting SMEs’ expansion overseas. KOTRA regularly restructures itself to keep up with changing business environments and to support new business sectors. At KOTRA, setting new milestones for global business never stops.
2020
KOTRA
G-LEAD 2020 is a strategy by KOTRA for taking its role beyond the current role of a trade and investment supporter to that of a global economic partner, over a long term.
08 09
Main Activities (Business Areas)
We Broaden Inroads into World Markets for Korean SMEs, in Newly growing Business Sectors
• •• •Future Business Sectors At KOTRA, we concentrate our efforts on spreading the Korean economic wave in promising new fields selected by the government as ‘new growth engine sectors,’ such as cultural content, knowledge services and franchise industries. We actively support Korean firms’ technology cooperation with global biotech firms and attract FDI in this field, also play a facilitating role in Korea’s gaining a solid footing in overseas biotech markets. ▶ KMCM (Korea Media Contents Market) ▶ Korea-EU Cartoon Connection ▶ Global Bio Medical Plaza
• •• •High Value-Added Manufacturing Industries KOTRA provides support to traditional Korean manufacturing industries which are competitive in the global market, such as machinery, shipbuilding, electric power, textiles and consumer goods. ▶ Aerospace Export Roadshow ▶ Premiere Vision Textile Fair
• •• •Resource and Power Plant Construction
Projects Recently, KOTRA has successfully assisted Korean firms in winning the nuclear plant project in the UAE. We are working on identifying other potential resource and power plant construction projects overseas for which Korean technology may be a vital aid.
• •• •IT Industry We support overseas expansion of Korean converged digital technologies and solutions through various means. We have IT support centers in Silicon Valley, Tokyo and Beijing, and assist export of eGovernment consulting and project services. Globalization of intelligent transportation systems (ITS) is also our point of interest. ▶ Global Mobile Vision ▶ Korea Premium Tech Plaza ▶ Support for the ITS project in Colombia
▶ Global Electric Power Tech ▶ International Resource Cooperation Forum
• •• •KOTRA Seal of Excellence Program KOTRA issues a quality certification mark known as “KOTRA Seal of Excellence” to Korean SMEs producing products of outstanding quality. This certification, by guaranteeing the quality of Korean products, has meaningfully contributed to improving their value in markets abroad. ▶ KOTRA Seal of Excellence ▶ KOTRA Seal of Excellence - Green
• •• •Low-Carbon Green Project To help globalize green industries in Korea such as wind power and solar energy, KOTRA carries out projects that closely address the needs of each world region. ▶ Green Hub Korea ▶ Support toward CDM project contracting ▶ Wind power generation equipment supply conference hosted in Denmark, for officials of Vestas.
• •• •Global Human Resources Exchange Another important area of activity at KOTRA is supplying Korean SMEs with highly skilled overseas workers to meet their manpower needs. We also regularly hold global career consulting meetings to help young Korean job-seekers start their careers overseas.
www.contactkorea.go.kr
KOTRA 10 11
Main Activities (Roles)
A Global Market
We can Help SMEs Build a Global Presence anywhere in the world! KOTRA is carrying out projects to help small-medium sized Korean firms become a world player. Using our in-depth knowledge of major trade issues and up-to-date information gathered by KBCs in worldwide locations, we help Korean firms assess overseas market. We facilitate their participation in industry fairs in Korea and abroad and engage in marketing support activities for SMEs. KOTRA is developing trade and investment manpower, a critical asset for the Korean economy. A dedicated supporter of Korean businesses, KOTRA will continue to be at the forefront of trade activities to help them tap market opportunities in advance.
2,100
KOTRA
2,100 Korean SMEs are participating in a program in which they use KOTRA’s network of overseas facilities as their branch offices.
12 13
Main Activities (Roles)
Up-to-date Information on Overseas Markets and Effective Market Development Strategies for Greater Competitiveness for Korean Businesses
• •• •Information
Service
• •• •Support
for Overseas Marketing
Trade and Market Information
Overseas Branch Program / Joint Logistics Centers
Latest trade information, collected by 99 KBCs (Korea Business Centers), located in 72 countries around the world, is supplied in real time, along with information on major import/export-related trade issues, FTA and trends in trade regulation.
KOTRA’s 99 KBCs located across the world, are used by Korean SMEs as their overseas branch offices. With KBCs SMEs can receive support in wide-ranging areas touching overseas marketing, from market research to identification of export partners. Meanwhile, to facilitate Korean firms’ logistics and distribution operations in overseas, we run joint logistics centers in twenty-one cities around the globe, including Antwerp, Amsterdam, London, New York, LA, Tokyo and Beijing.
▶ Global Window: Trade and investment information portal
www.globalwindow.org
▶ Overseas Branch Program: 99 KBCs worldwide.
Market Information by region We routinely conduct analyses on economic trends in countries and regions like China, Japan, North America, Central and South America, Oceania, the Middle East and Africa and the CIS. The results of our analyses, which are carried out from multiple angles, are disseminated through various publications and seminars. ▶ Export Seminar on the EU and Central and South American Medical and Pharmaceutical Markets ▶ ASEAN Market Development Seminar ▶ Seminar on Making Inroads into Post-Crisis CIS Distribution Channels ▶ Retail and Distribution in China at a Glance
• •• •Support
for Participation in Trade Shows and Expos Exhibitions and Conventions KOTRA develops and updates marketing strategies for Korean products by the region and industry, and provides support to firms for their participation in exhibitions hosted overseas. KOTRA also operates the Korean pavilion during the World EXPO, promoting Korea’s cuttingedge technologies and economic success story. ▶ Korean pavilion in World EXPO ▶ Korean Product Show ▶ GEP: Global Exhibition Portal
Global Sourcing KOTRA assists Korean businesses gain access to raw materials, parts and components industry by arranging supply deals from worldwide sources. Activities carried out by KOTRA in this area include developing strategies for promoting global sourcing and gathering and redistributing to Korean businesses supply offer information from firms worldwide. ▶ Collection of information on raw material, and parts and components supply offers ▶ Dispatching buying missions
• •• •KOTRA Academy KOTRA Academy fosters experts in trade and investment, by offering study programs ranging from basic business etiquette and manners to international marketing. The academy also offers hands-on onsite training to a selected group of interns to be assigned to overseas organizations and assist with their job search and career orientation. ▶ Overseas exhibition marketing ▶ e-trade marketing ▶ Overseas business schools ▶ Global marketing specialists ▶ FDI attraction PM
www.kotraacademy.com
www.gep.or.kr
KOTRA 14 15
Main Activities (FDI Inbound/Outbound)
A Reliable Investment
Korea, the New Global Investment Center in the Era of Borderless Investment! KOTRA is the Trusted Bridge for Korea’s Future as the New Global Center of Investment. Using customized strategies, KOTRA attracts inward FDI by leading global corporations and taking measures to change the investment environment in Korea more attractively. KOTRA also provides support to Korean firms’ overseas ventures, assisting them with setting up a company and other needed procedures and supplying local information related to the investment destination. As a global business partner to accompany your business on its way to success, KOTRA’s work to enhance the national brand of Korea will continue into the future.
1
KOTRA
KOTRA, selected as the world’s best trade and investment promotion organization by the WTO and ITC. In 2009, KOTRA received the highest rating in a management evaluation for public institutions.
16 17
Main Activities (FDI Inbound/Outbound)
Turning Korea into a World Leading Investment Destination
• •• •Investment
Attraction
KOTRA has targeted FDI strategies that are tailored to the specific characteristics of each industry. We seek inward FDI from global corporations ranging from machinery and automobile manufacturing to the rapid-growing sectors of tomorrow such as biotech, IT and hightech industries. We also facilitate multi-party cooperation and partnerships between firms, universities and research institutions and global enterprises. ▶ Global Alliance Project Series (Novartis, Qualcomm, Johnson&Johnson)
• •• •Support
for Korean Firms’ Investment
Overseas KOTRA hosts seminars on potential overseas investment opportunities. In addition to thoroughly-documented information on the investment environment, we also offer information on intellectual property right laws and assistance to Korean firms establishing a local corporation abroad, and support their bid for large projects overseas. Our vast array of overseas FDI services includes dispatching investment research teams to prospective investment sites to gather preliminary information.
www.investkorea.org
• •• •Overseas Investment • •• •Investor
Assistance
Invest Korea Plaza is a business incubating facility for foreign-invested firms. Invest Korea Plaza offers office space at affordable prices, provides total support services by linking external organizations involved in FDI attraction such as investment attraction offices of local administrations, accounting firms and banks.
• •• •One-Stop Administrative Support Services At the Administrative Service Office of Invest Korea, foreign investors can complete their FDI report and obtain information on FDI procedures. Government officers stationed there, with discretionary power granted to them by the head of their respective organizations, process eleven types of administrative formalities onsite, including entry and departure formalities, customs duty and tax-related procedures.
Information System (OIS) In collaboration with the Ministry of Knowledge Economy and other thirty one related organizations, KOTRA collects overseas investment information worldwide and distribute to prospective Korean investors. The OIS (Overseas Investment Information System) provides a complete range of information about investing overseas, from the latest news about investment activities worldwide to country-specific investment information. The system also offers search services to look up Korean firms based in various world locations, and publishes global investment statistics, columns on investment-related topics and other key statistical data.
www.ois.go.kr
• •• •Overseas Investment Call Centers Our investment specialists offer free phone consultations on investment projects in China, Vietnam and other Asian countries.
・Tel. 1577-9524
• •• •Foreign-Investor Complaint Processing The Foreign Investment Ombudsman, officially appointed by the President of Korea, is responsible for reviewing and handling complaints reported by foreign-invested firms operating in Korea. Complaints brought to the attention of the Foreign Investment Ombudsman are resolved through various channels, including one-toone consultation with ‘home doctors’ who are specialists possessing expertise in the field, hiring services and opening discussions between government officials and CEOs of foreign-invested companies. KOTRA 18 19
Ethical Management
KOTRA Timeline / Organization Chart
Are You About Creating a Better World? So Is KOTRA! At KOTRA, we believe in a better world and are doing our best to shape a brighter future for all. We want our work to help bring a smile to everyone’ s face and make their lives happier and more fulfilled. KOTRA will carry the hope and strive to usher in that better future for all.
The Epicenter of Korean Economic Growth, KOTRA is Rewriting the History of World Economy! 1962
• •• •Ethical
1997
1998
1999
Management
A Responsible and Customer-oriented Management to Make KOTRA an Exemplary Corporate Citizen Under its ethical management vision, ‘A Responsible Global Citizen,’ KOTRA maintains the highest ethical standards in carrying out its trade promotion and investment activities, thereby contributing to the sustainable growth of the national economy.
• •• •Social
1995
The Korea Trade Promotion Agency established.
2003
Renamed “Korea TradeInvestment Promotion Agency.”
KISC (Korea Investment Service Center) opened.
2004
A new Foreign Investment Support Center established.
2006
2008
The Office of Foreign Investment Ombudsman opens its doors.
2009
Contributions
Social Contribution Activities in Wide-ranging Areas of Korean Society
CRM - BSC introduced. Invest KOREA created.
KOTRA invests in the leaders of tomorrow through a variety of cultural and educational programs targeting young people worldwide. KOTRA is actively involved in the recovery efforts in disaster-stricken areas and conducts regularly-scheduled mentoring programs for children and youth from low-income families and families with multicultural backgrounds. KOTRA also offers internship opportunities in Korea for Korean youth living abroad to help nurture them into globally-competitive individuals.
• •• •Sharing
KOTRA receives the WTO/ITC Award for the World’s Best Trade and Investment Promotion Organization.
Activities
PRESIDENT
Rural Community Improvement Project KOTRA staff periodically travel to Buraemi Village in Icheon, Gyeonggi-do, under a longterm community program, to extend a helping hand during the busiest farming seasons. Besides being an opportunity to help and share with others in the community, this program also provides KOTRA staff a wholesome experience of rural life. The community service club, ‘Left Hands,’ composed of volunteers, is another way through which KOTRA staff contributes to the welfare of the community. Members of Left Hands host events for elderly persons living alone and help children and youth with their after-school learning activities.
A new building to house IKP (Invest Korea Plaza) completed.
Contact KOREA created.
KOTRA receives top rating in the management evaluation, in the category of public institutions by the Korean Government.
Comptroller-Auditors’ Office
Office of the President Office of the Investment Ombudsman
Investment Aftercare Team
Public Relations Team Management Support Division
Overseas Marketing Division
Strategic Business Division
Trade Information Division
Invest KOREA
Planning & Coordination Dept.
Mainstay Industry Dept.
Future Business Dept.
Trade Information Dept.
Investment Planning Dept.
Operation Support Dept.
SME Support Dept.
Green Industry Dept.
Local Information Dept.
Investment Attraction Dept.
Overseas Investment Support Dept.
China Project Unit
Overseas Expansion Support Dept.
KOTRA Academy
Personnel Affairs Team Customer Center Emergency Planning Team
IT Industry Dept. Exhibition & Convention Dept. EXPO Support Unit
Japan Project Unit
Administrative Support Bureau Investment and Business Support Dept.
Defense Trade Support Center
Planning Team Defense Trade Team Information Analysis Team GtoG Support Team
Contact KOREA
KOTRA 20 21
Global Business Developer
Leading Korea on its way to Success
â–śSubway line no.2 (Gangnam Station) _ exit #6 â–śSubway line no.3 (Yangjae Station) _ exit #7 From either subway station, take any of the buses listed below and get off at Nonghyup Hanaro Mart, Hyundai-Kia Motors. Kotra is located across the street.