The “we-Me” Culture: Marketing to Korean Consumers

Cross-Cultural Buyer Behavior

ISBN: 978-0-7623-1412-6, eISBN: 978-1-84950-485-0

ISSN: 1474-7979

Publication date: 2 May 2007


This paper is a focused examination of the parallel collectivistic and individualistic tendencies of South Korean consumers. The “We-Me” concept argues that the two seemingly countervailing tendencies can actually co-exist. The paper discusses the phenomenon, its underlying causes, and the strategic implications of how to market to such consumers.


Ryun Chang, D. (2007), "The “we-Me” Culture: Marketing to Korean Consumers", Taylor, C. and Lee, D. (Ed.) Cross-Cultural Buyer Behavior (Advances in International Marketing, Vol. 18), Emerald Group Publishing Limited, Bingley, pp. 141-157.

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Copyright © 2007, Emerald Group Publishing Limited

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