Summary
The article analyses the opportunities and challenges for Italian companies interested in theexport to South Korea in 2025. Starting from a solid data base that confirms Italy as the 19th supplier in the world with a growing trade balance, the text explores the most successful sectors for Made in Italy. A detailed analysis is offered for sectors such as fashion and leather goods, where Italy is a leader, and for agrifood, cosmetics and instrumental mechanics, highlighting their potential and specific entry strategies.
In addition to traditional sectors, the in-depth study looks to the future, identifying new frontiers of technological collaboration in areas such as bio-health, Industry 4.0 and advanced materials. A special focus is on the South Korean energy transition, which opens up important scenarios for green-tech companies.
Finally, the article emphasises the importance of a strategic approach to navigating market complexity, taking into account cultural and operational factors. It highlights how specialised advisory support is crucial to overcome regulatory barriers, identify reliable partners and build lasting success.
South Korea represents more than just a market outlet; it is a strategic hub, an epicentre of technological innovation and a barometer of consumer trends for the whole of Asia. For Italian companies, planning a export to South Korea means dealing with one of the most resilient and advanced economies in the world, a country that has been able to turn challenges into opportunities, evolving from a manufacturing giant to a leader in the knowledge economy. Current government policies, aimed at strengthening international competitiveness through the strengthening of high-tech supply chains such as semiconductors and electric mobility, and to support an ecosystem of innovative SMEs, open up very interesting scenarios for Italian excellence. Fully understanding this context is the first step to building a successful strategy.
The analysis of macroeconomic data confirms Italy's leading role in trade relations with Seoul. In 2025, Italy is consolidated as the 19th worldwide supplier for South Koreamaintaining a significant market share of 1.2%. This performance is not an isolated figure, but the result of a structured and valued presence, built on outstanding export volumes: after peaking at EUR 7.06 billion in 2022, our sales were at solid levels at 6.68 billion in 2023 and 6.21 billion in 2024 (Source: InfoMercatiEsteri).
The most telling indicator of the competitiveness of the Made in Italy is, however, the trade balance. The surplus in Italy's favour has not only remained consistently positive, but has shown a strengthening trend, rising from EUR 918 million in 2023 to EUR 976 million in 2024. This figure underlines how the perceived value of Italian goods far exceeds that of imports from Korea, confirming our country as a high-value trading partner and not a mere supplier of commodities.
The success of Italian exports is articulated in specific sectors, where quality, design and the ability to interpret the needs of a sophisticated consumer make the difference (Source: InfoMercatiEsteri).
Italy is synonymous with fashion and leather goods in the Korean market. The figures speak for themselves: we are the number one supplier of leather goods, with a dominant market share of 39.08% in 2023, worth more than €1.23 billion. Also in clothing, with exports of EUR 1.11 billion, our leadership is undisputed. However, the Korean consumer, in particular the so-called 'MZ Generation' (Millennials and Gen Z), is evolving. Whereas in the past, the logo was the main purchase driver, today people are looking for exclusivity, unique design and an authentic story. The trend of 'minimalism' and 'genderless' rewards durable and versatile garments. For Italian companies, this means communicating not only the brand, but the intrinsic value of the product: craftsmanship, sustainable materials and stylistic innovation. Distribution channels are diversifying: alongside traditional department stores, online platforms and, above all, pop-up stores are growing, used as experiential spaces to create a direct and memorable bond with the customer. A export to South Korea success in this area requires an integrated omnichannel strategy.
Italian cuisine is among the most loved and popular in Korea, second only to that of Japan. This love for our gastronomy translates into an excellent performance for many products: in 2023, Italy was the second largest exporter of olive oil and pasta, and among the first for coffee and tomato preserves, wine and chocolate. Although Italy is the 21st largest overall supplier of agri-food products (about 396 million Euro), the growth potential is enormous. The main challenge is not notoriety, but education for domestic consumption. Many Korean consumers are familiar with Italian dishes at restaurants, but have limited knowledge on how to use the ingredients at home. Targeted promotional initiatives, collaborations with food influencers, online cooking tutorials and in-store tastings are key tools to bridge this gap and stimulate large-scale retail purchasing.
Entering the Korean cosmetics market, home of K-Beauty, is an ambitious but possible challenge. Italian exports in the sector are growing (with a +8% recorded in 2023, for over €93 million), driven by specific segments. Korean consumers are extremely informed and attentive to product composition. Trends that reward sustainability, vegan ingredients and 'clean' formulations offer a unique opportunity for Italian brands that focus on naturalness and scientific research. Another booming segment is men's cosmetics, where Korean per capita expenditure is the highest in the world. Distribution channels are dominated by H&B (Health & Beauty) shops and online platforms, which offer personalised experiences through the use of AI and augmented reality.
The mechanical engineering sector is one of the main items of our exports (933 million euro reached in 2023), but it is up against the very strong competitiveness of local, Japanese and Chinese manufacturers. The opportunities for Italian companies are concentrated in niche markets with very high technological content, where Italian precision, reliability and mechanical design are unrivalled. However, for a successful export to South Korea in this sector, overcoming the after-sales service barrier is crucial. Korean customers demand immediate service and local technical support. For this reason, the most effective strategy is not to simply rely on an importer, but to establish a direct presence, such as a branch or technical office, that can guarantee responsiveness and build a long-term relationship of trust. This presence is often a prerequisite for participating in public and private tenders.
To maintain and increase their competitiveness, Italian companies must look beyond traditional sectors and explore areas of technological collaboration.
The South Korean National Energy Plan, which sets a target of 33% of energy from renewable sources by 2038represents one of the greatest opportunities for the future. Although the path presents challenges, such as the monopoly of the state-owned company KEPCO and the need to modernise an outdated electricity grid, the political direction is clear. South Korea is already the third largest country in the world in terms of the number of patents in climate technologies. This push towards decarbonisation will create a structural demand for technologies, services and skills in which Italy excels: smart grids, energy storage systems, efficiency in industrial processes and innovative solutions for the circular economy. For Italian green-tech companies, this is the time to strategically position themselves, as this area will become crucial for exports to South Korea.
Having an excellent product is not enough. Success in South Korea depends on ability to understand and adapt to a unique cultural and business context. Personal relationships and building trust are crucial before any business deal is concluded. The hierarchical structure of Korean companies makes it necessary to always interact with the right decision-making level. From an operational perspective, dealing with complex certification procedures and finding reliable local partners are critical steps that can determine the success or failure of a project.
The South Korean market offers Italian companies an arena full of opportunities, which ranging from luxury consumer goods to the most advanced technologies for industry and ecological transition. Despite this, its regulatory complexity, competitive dynamics and cultural specificities require preparation, strategy and specialised support. Export success in South Korea is not something that is achieved by chance, but the result of thorough analysis, meticulous planning and the choice of the right partners.
Octagonawith its many years of experience in the Asian market, supports Italian companies every step of the way. From the assessment of market potential to the identification of distribution partners, from the management of bureaucratic paperwork to strategic negotiation, we offer the expertise needed to reduce uncertainties and maximise returns. Relying on an experienced partner means building solid foundations to transform the export potential in South Korea into real and lasting success.
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