• The Journal of the Convergence on Culture Technology
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• v.10 no.4
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• pp.295-303
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• 2024

Understanding cultural diversity is tremendously important to academia and businesses. The Central Asia is strategically important to Korea specially for businesses. Of the about two million foreign residents living in Korea, Central Asians take fifth place and the region is a home of 300,000 Korean decedents called "Koryoin." With its increasingly recognized the potential and relevance, the former Soviet region has gained importance for businesses and academia in South Korea. This study uses the Hofstede's classifications to exploratorily analyze the relationship between Central Asian people's experience of Korean products and services and their loyalty to Korean products and services.