A recent survey conducted by the Korea International Trade Association (KITA) has unveiled significant challenges faced by small and medium-sized enterprises (SMEs) in South Korea regarding their export activities. Chief among these challenges is the difficulty in discovering and acquiring reliable buyers, identified by 70.3% of respondents as the most pressing issue.
The survey, part of KITA's '2026 Overseas Marketing Support Program,' highlights that many SMEs lack sufficient capabilities in overseas marketing and promotion, with 56.5% citing this as a barrier. Other issues include a lack of funding and financial support (39.3%) and difficulties in navigating overseas certifications and regulatory compliance (32.5%).
To tackle these challenges and enhance export opportunities, the survey indicates that a comprehensive support system focused on discovering and validating promising buyers is essential, with 54.3% of respondents stressing the need for stronger buyer discovery and verification processes. Furthermore, connecting businesses with local distributors and agents (41.2%) and providing one-on-one consultations with buyers (39.8%) are also considered critical support measures.
In terms of future markets for expansion, SMEs are looking towards the United States (51.7%), Japan (35.7%), China (26.3%), Vietnam (25.1%), and the United Arab Emirates (19.3%) among others, reflecting a keen interest in exploring diverse markets, particularly in the Middle East.
Interestingly, while the export ranking of South Korea to UAE and Saudi Arabia stands at 26th and 32nd respectively, their desired market entry rankings are notably higher, at 5th and 10th. This suggests that businesses consider the Middle Eastern region a promising avenue for diversifying exports.
The survey results also highlighted the achievements attributed to KITA’s support initiatives, with 54.6% of SMEs successfully discovering new buyers. Additionally, 23.0% of participating firms reported identifying potential distribution networks in new target countries, while 17.7% achieved success in previously untapped markets.
In response to the findings, KITA plans to refine existing marketing support programs and develop new initiatives that meet the demands of SMEs. The results will also be communicated to local governments and export support organizations through KITA's 13 regional offices, aiming to enhance region-specific export marketing support.
Jung Hee-cheol, head of KITA's overseas marketing division, emphasized that the challenges in discovering overseas buyers remain a top concern for SMEs and a key issue for export support organizations to address. He assured that KITA will continue to provide robust support through a combination of offline and online frameworks, enabling companies to connect with suitable buyers and generate tangible export outcomes.
