KITA surveys 1,090 trade firms

70.3% cite difficulty finding buyers, business partners

US tops list of markets firms want to enter, at 51.7%

UAE, Saudi Arabia draw attention as markets for export expansion

The Korea International Trade Association headquarters (Trade Tower) in Seoul. [KITA]
The Korea International Trade Association headquarters (Trade Tower) in Seoul. [KITA]

Seven in 10 small and medium-sized Korean exporters say finding buyers and business partners overseas is their biggest challenge when entering foreign markets. Product competitiveness alone is not enough to secure overseas clients with real purchasing power, the results suggest, and companies need support that goes beyond basic market information — connecting them with verified buyers and guiding them through consultations and contract negotiations.

The Korea International Trade Association (KITA) released Monday the results of its "2026 Overseas Marketing Support Project Survey," conducted among 1,090 trade companies nationwide. The survey ran from Aug. 7 to Aug. 13. Small and medium-sized enterprises accounted for the vast majority of respondents at 93.2%, followed by mid-sized companies at 5.6% and large corporations at 1.2%.

When asked about difficulties in overseas business — with multiple answers allowed — 70.3% of respondents cited difficulty finding buyers and business partners. Insufficient overseas marketing and promotional capabilities came second at 56.5%, followed by lack of funding and financing difficulties at 39.3%, and challenges complying with overseas regulations such as certifications and customs clearance at 32.5%.

The support companies said they needed most also centered on securing clients. "Identifying and verifying promising buyers" ranked first at 54.3% as the most needed form of support for overseas expansion and export growth. Connecting with local distributors and agents came in at 41.2%, one-on-one consultations and matching with buyers at 39.8%, and support for participating in overseas exhibitions at 34.9%.

When asked which area of overseas marketing support should be strengthened first, 71.2% said "securing buyers with high purchasing power and transaction potential." The results indicate strong demand for support that goes beyond simply providing lists of overseas companies — firms want to be connected with partners whose readiness to sign contracts has already been confirmed.

The United States topped the list of markets companies want to enter or expand exports to within the next three years, cited by 51.7% of respondents.

Japan followed at 35.7%, then China at 26.3% and Vietnam at 25.1%. The UAE ranked fifth at 19.3%, with Taiwan and India each at 15.9%, Germany at 15.3%, and Singapore and Saudi Arabia each at 15.0%.

Interest in the Middle East was notably higher than actual trade volumes would suggest. In terms of export value from January through August this year, the UAE and Saudi Arabia ranked 26th and 32nd respectively among Korea's export destinations — yet they placed fifth and 10th in companies' rankings of markets they hope to enter.

KITA said companies are increasingly looking to the Middle East as a new sales channel as they seek to reduce dependence on major export markets such as the United States and China.

Among companies that had previously participated in support programs, finding new buyers was also the most commonly cited outcome. Some 54.6% of respondents named "discovering new buyers" as a result of their participation. Follow-up meetings and negotiations with buyers came next at 27.7%, followed by gaining information about overseas markets at 26.1%.

Among companies that participated in KITA support programs over the past three years, 23.0% said they had found new distribution channels in markets they had been targeting. Another 17.7% said they had successfully completed export deals in markets where they had previously had no export record at all.

Overall exports have been growing rapidly. According to the Korea Customs Service, exports from January through August this year totaled $693.6 billion, up 52.9% from the same period a year earlier. Exports last month also reached $98.3 billion, extending a streak of 15 consecutive months of growth. However, strong performance in a handful of large categories such as semiconductors has been the primary driver of overall gains, making it a priority to broaden the base of exporting companies and product categories.

KITA said it plans to use the survey findings to improve existing overseas marketing support programs and design new ones. It also plans to share the results through its 13 regional offices with local governments and export support agencies so they can be reflected in region-specific support initiatives.

Jeong Hui-cheol, head of KITA's overseas marketing division, said finding overseas buyers "remains the biggest challenge for our small and medium-sized exporters and the key task for export support agencies to solve." He added that KITA would continue to help companies find the right buyers and generate tangible results such as export contracts by linking offline channels — including exhibitions and business consultations — with online support systems such as tradeKorea and its Global Matching Center.


kwater@heraldcorp.com