300-9 Yomgok-dong, Seocho-gu, Seoul, 137-749, Republic of Koreawww.kotra.or.kr TEL: +82-2-3460-7114 FAX: +82-2-3460-7777

Fuel for Your Business Success!

The Driving Force behind World Trading Power!

Your global business partner!

KOTRA!The world economy never sleeps. Neither does KOTRA.

From New York City to Damascus, from Beijing to Khartoum,

KOTRA’s vast global network connects Korea to the rest of the world 24/7.

KOTRA again proved its mettle during the recent financial crisis, steering

Korea safely out of the economic doldrums with its creative strategies.

At KOTRA, we are proud to support the globalization of your business and

propel your enterprise to success.

As an organization underpinned by strong international business

expertise, KOTRA is everywhere that economic opportunities are,

supporting and accompanying Korea on its way to a greater future.

C O N T E N T S

01 Prologue

02 CEO Message

04 Major Accomplishments

08 Main Activities (Business Areas)

12 Main Activities (Roles)

16 Main Activities (FDI Inbound/Outbound)

20 Ethical Management

21 KOTRA Timeline / Organization Chart

Looking to Do Business with Korea?KOTRA Can Help!

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CEO Message

Hwan-Eik Cho, President & CEO of KOTRA

Since being established in 1962 to assist with Korea’s transformation into an export-driven nation, KOTRA has played an

indispensable role in the growth of the Korean economy.

During the 1960s-1970s, a period which saw rapid economic development in Korea, KOTRA spearheaded a campaign to

develop export channels overseas, ultimately helping Korea become one of the world’s largest trading nations. During the

1990s in the wake of the Asian financial crisis, Invest KOREA, Korea’s national investment promotion agency, was

established, thus improving the systems with which to attract much-needed foreign investment that would help steer the

nation out of the crisis.

In the face of the recent global economic downturn, KOTRA has hosted large-scale trade shows such as Buy Korea which

have breathed new vitality into the Korean economy. KOTRA’s efforts to support partnerships and cooperation between

Korean and overseas firms will continue unabated into the future. Going forward, the agency plans to increase its support

activities toward global cooperation in promising business fields including knowledge services, the medical, biotech and

green industries, and government procurement. In the coming years, KOTRA will also strive to stimulate international

exchange in skilled human resources through Contact Korea, a division newly established in 2008. Furthermore, KOTRA

provides comprehensive support for inbound and outbound direct investment, and stands behind efforts to expand both

exports and imports.

As Korea looks forward to hosting the G20 Summit in 2010, becoming a responsible and contributing member of the

international community is an important goal as a nation. To this end, KOTRA will spare no effort to support promising

business projects with Korean firms, accompanying our clientele every step of the way on the path to success.

The support you have shown KOTRA so far is greatly appreciated and we hope this support and interest will continue far

into the future.

Creative Thinking and InnovativeStrategies for Success!

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Major Accomplishments

In the wake of the global financial crisis, some foreign media voiced pessimistic views

about Korea’s economic outlook. At KOTRA, meanwhile, we remained confident about

Korea’s ability to ride out the economic storm.

Thinking innovatively and acting boldly in the face of the crisis, we found the solution

through international trade. At KOTRA, we believe in innovation and strategy to turn

challenges into economic opportunities.

A Successful

The world’s largest, economic network, consisting of 99KBCs(Korea Business Center) located in 72 countries. We bring the news from economic scenes worldwide tokeep your enterprises in Korea abreast with the latestdevelopments around the globe.

99

Major Trade Shows to Steer the Economy out of theworld economic Crisis!▶Buy Korea, the trade show hosted by KOTRA on major export products of Korea,

provided it with opportunities and solutions to rise above the economic crisis

sweeping the world.

▶A US$ 27 million deal on airplane boarding bridges successfully negotiated with the BAA.

Supporting Multi-Party Cooperation with GlobalCorporations to Boost the Competitiveness of businesses!▶ A project for joint R&D between Korean SMEs and Qualcomm and Sanofi-Aventis

and FDI in Korea is underway.

▶Opportunities for direct transactions with global corporations such as Toyota.

▶Marketing assistance toward Korean auto part makers such as GM Autoparts Plaza.

Joint Logistics Centers Serving as OverseasDistribution Hubs!▶ KOTRA’s joint logistics centers are set up in 21 major cities and regions around the

globe, including Shanghai, Antwerp and New York City.

▶Lowering logistics costs for SMEs for competitiveness of businesses.

▶Business meeting for large North-American online retail channels.

Effort to Identify Potential Overseas Buyers!▶ A new division (Bachatsa) in charge of identifying potential buyers and assisting

Korean businesses to obtain export deals.

▶New export deals worth US$ 19 million were made since the launch of Bachatsa.

KOTRA’sendeavor for

Korea’s BrighterFuture continues

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Inroads into Overseas Government ProcurementMarkets, Creating New Stable Export Channels!▶KOTRA helped land an airport renovation project on seven UK airports, a five-year

project worth GBP 6.5 billion.

▶ Government procurement support centers in three regions: North America

(Washington DC), UN (New York City), EU (London).

▶ ’US Government Procurement Week’ hosted annually in Washington DC to promote

cooperation between Korean and US government suppliers and help make inroads

into the US federal procurement market.

Major Accomplishments

Opening New Channels to Chinese Market!▶ ’Korean Product Direct Marketing Center’ set up by Alibaba, China’s largest online retailer.

▶ Xian KBC opened for developing western China.

We Support New Business Sectors and, Change the Paradigm in Overseas Marketing!KOTRA has always been a trailblazer. Charting new economic frontiers never explored by anyone

else before has always been our goal. Over the forty-eight years of its existence, KOTRA has been

supporting SMEs’ expansion overseas. KOTRA regularly restructures itself to keep up with changing

business environments and to support new business sectors. At KOTRA, setting new milestones for

global business never stops.

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G-LEAD 2020 is a strategy by KOTRA for taking its rolebeyond the current role of a trade and investment supporter tothat of a global economic partner, over a long term.

A Global Business

Main Activities (Business Areas)

2020

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We BroadenInroads into World

Markets forKorean SMEs,

in Newly growingBusiness Sectors At KOTRA, we concentrate our efforts on spreading the Korean

economic wave in promising new fields selected by the government as

‘new growth engine sectors,’ such as cultural content, knowledge

services and franchise industries. We actively support Korean firms’

technology cooperation with global biotech firms and attract FDI in this

field, also play a facilitating role in Korea’s gaining a solid footing in

overseas biotech markets.

▶ KMCM (Korea Media Contents Market)

▶Korea-EU Cartoon Connection

▶Global Bio Medical Plaza

Future Business Sectors••••

KOTRA provides support to traditional Korean manufacturing industries

which are competitive in the global market, such as machinery,

shipbuilding, electric power, textiles and consumer goods.

▶ Aerospace Export Roadshow

▶Premiere Vision Textile Fair

High Value-Added Manufacturing Industries ••••

Recently, KOTRA has successfully assisted Korean firms in winning

the nuclear plant project in the UAE. We are working on identifying

other potential resource and power plant construction projects

overseas for which Korean technology may be a vital aid.

▶ Global Electric Power Tech

▶ International Resource Cooperation Forum

Resource and Power Plant ConstructionProjects

••••

We support overseas expansion of Korean converged digital

technologies and solutions through various means. We have IT support

centers in Silicon Valley, Tokyo and Beijing, and assist export of e-

Government consulting and project services. Globalization of intelligent

transportation systems (ITS) is also our point of interest.

▶ Global Mobile Vision

▶ Korea Premium Tech Plaza

▶ Support for the ITS project in Colombia

IT Industry••••

To help globalize green industries in Korea such as wind power and

solar energy, KOTRA carries out projects that closely address the

needs of each world region.

▶ Green Hub Korea

▶ Support toward CDM project contracting

▶Wind power generation equipment supply conference hosted in

Denmark, for officials of Vestas.

Low-Carbon Green Project ••••

KOTRA Seal of Excellence Program ••••

Another important area of activity at KOTRA is supplying Korean SMEs

with highly skilled overseas workers to meet their manpower needs. We

also regularly hold global career consulting meetings to help young

Korean job-seekers start their careers overseas.

Global Human Resources Exchange ••••

www.contactkorea.go.kr

KOTRA issues a quality certification mark known as “KOTRA Seal of

Excellence” to Korean SMEs producing products of outstanding quality.

This certification, by guaranteeing the quality of Korean products, has

meaningfully contributed to improving their value in markets abroad.

▶ KOTRA Seal of Excellence

▶ KOTRA Seal of Excellence - Green

Main Activities (Business Areas)

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2,100 Korean SMEs are participating in a programin which they use KOTRA’s network of overseasfacilities as their branch offices.

2,100

A Global Market

We can Help SMEs Build a GlobalPresence anywhere in the world!KOTRA is carrying out projects to help small-medium sized Korean firms become a world player.

Using our in-depth knowledge of major trade issues and up-to-date information gathered by KBCs

in worldwide locations, we help Korean firms assess overseas market. We facilitate their

participation in industry fairs in Korea and abroad and engage in marketing support activities for

SMEs. KOTRA is developing trade and investment manpower, a critical asset for the Korean

economy. A dedicated supporter of Korean businesses, KOTRA will continue to be at the forefront

of trade activities to help them tap market opportunities in advance.

Main Activities (Roles)

Up-to-dateInformation on

Overseas Marketsand Effective

MarketDevelopment

Strategiesfor Greater

Competitivenessfor Korean

Businesses

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www.globalwindow.org

www.gep.or.krwww.kotraacademy.com

Trade and Market InformationLatest trade information, collected by 99 KBCs (Korea Business

Centers), located in 72 countries around the world, is supplied in real

time, along with information on major import/export-related trade

issues, FTA and trends in trade regulation.

▶ Global Window: Trade and investment information portal

Information Service••••

Overseas Branch Program / Joint Logistics CentersKOTRA’s 99 KBCs located across the world, are used by Korean SMEs as

their overseas branch offices. With KBCs SMEs can receive support in

wide-ranging areas touching overseas marketing, from market research

to identification of export partners. Meanwhile, to facilitate Korean firms’

logistics and distribution operations in overseas, we run joint logistics

centers in twenty-one cities around the globe, including Antwerp,

Amsterdam, London, New York, LA, Tokyo and Beijing.

▶ Overseas Branch Program: 99 KBCs worldwide.

Global Sourcing KOTRA assists Korean businesses gain access to raw materials, parts

and components industry by arranging supply deals from worldwide

sources. Activities carried out by KOTRA in this area include developing

strategies for promoting global sourcing and gathering and re-

distributing to Korean businesses supply offer information from firms

worldwide.

▶Collection of information on raw material, and parts and

components supply offers

▶Dispatching buying missions

Support for Overseas Marketing ••••

KOTRA Academy fosters experts in trade and investment, by offering

study programs ranging from basic business etiquette and manners to

international marketing. The academy also offers hands-on onsite

training to a selected group of interns to be assigned to overseas

organizations and assist with their job search and career orientation.

▶Overseas exhibition marketing

▶ e-trade marketing

▶Overseas business schools

▶Global marketing specialists

▶ FDI attraction PM

KOTRA Academy••••

Exhibitions and ConventionsKOTRA develops and updates marketing strategies for Korean products

by the region and industry, and provides support to firms for their

participation in exhibitions hosted overseas. KOTRA also operates the

Korean pavilion during the World EXPO, promoting Korea’s cutting-

edge technologies and economic success story.

▶ Korean pavilion in World EXPO

▶ Korean Product Show

▶ GEP: Global Exhibition Portal

Support for Participation in TradeShows and Expos

••••

Market Information by region We routinely conduct analyses on economic trends in countries and

regions like China, Japan, North America, Central and South America,

Oceania, the Middle East and Africa and the CIS. The results of our

analyses, which are carried out from multiple angles, are disseminated

through various publications and seminars.

▶ Export Seminar on the EU and Central and South American

Medical and Pharmaceutical Markets

▶ ASEAN Market Development Seminar

▶ Seminar on Making Inroads into Post-Crisis CIS Distribution Channels

▶ Retail and Distribution in China at a Glance

Main Activities (Roles)

KOTRA, selected as the world’s best trade andinvestment promotion organization by the WTO and ITC.In 2009, KOTRA received the highest rating in amanagement evaluation for public institutions.

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A Reliable InvestmentKorea, the New Global Investment Center in the Era of Borderless Investment!KOTRA is the Trusted Bridge for Korea’s Future as the New Global Center of Investment.

Using customized strategies, KOTRA attracts inward FDI by leading global corporations and taking

measures to change the investment environment in Korea more attractively. KOTRA also provides

support to Korean firms’ overseas ventures, assisting them with setting up a company and other

needed procedures and supplying local information related to the investment destination. As a global

business partner to accompany your business on its way to success, KOTRA’s work to enhance the

national brand of Korea will continue into the future.

Main Activities (FDI Inbound/Outbound)

Turning Korea into a World

Leading Investment Destination

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www.investkorea.org

www.ois.go.kr

KOTRA has targeted FDI strategies that are tailored to the specific

characteristics of each industry. We seek inward FDI from global

corporations ranging from machinery and automobile manufacturing

to the rapid-growing sectors of tomorrow such as biotech, IT and high-

tech industries. We also facilitate multi-party cooperation and

partnerships between firms, universities and research institutions and

global enterprises.

▶Global Alliance Project Series (Novartis, Qualcomm, Johnson&Johnson)

Investment Attraction••••

KOTRA hosts seminars on potential overseas investment opportunities. In

addition to thoroughly-documented information on the investment

environment, we also offer information on intellectual property right laws

and assistance to Korean firms establishing a local corporation abroad,

and support their bid for large projects overseas. Our vast array of

overseas FDI services includes dispatching investment research teams to

prospective investment sites to gather preliminary information.

Support for Korean Firms’ InvestmentOverseas

••••

In collaboration with the Ministry of Knowledge Economy and other thirty one

related organizations, KOTRA collects overseas investment information

worldwide and distribute to prospective Korean investors. The OIS (Overseas

Investment Information System) provides a complete range of information

about investing overseas, from the latest news about investment activities

worldwide to country-specific investment information. The system also

offers search services to look up Korean firms based in various world

locations, and publishes global investment statistics, columns on

investment-related topics and other key statistical data.

Overseas InvestmentInformation System (OIS)

••••

Our investment specialists offer free phone consultations on investment

projects in China, Vietnam and other Asian countries.

·Tel. 1577-9524

Overseas Investment Call Centers••••

Invest Korea Plaza is a business incubating facility for foreign-invested

firms. Invest Korea Plaza offers office space at affordable prices,

provides total support services by linking external organizations

involved in FDI attraction such as investment attraction offices of local

administrations, accounting firms and banks.

Investor Assistance ••••

The Foreign Investment Ombudsman, officially appointed by the

President of Korea, is responsible for reviewing and handling

complaints reported by foreign-invested firms operating in Korea.

Complaints brought to the attention of the Foreign Investment

Ombudsman are resolved through various channels, including one-to-

one consultation with ‘home doctors’ who are specialists possessing

expertise in the field, hiring services and opening discussions between

government officials and CEOs of foreign-invested companies.

Foreign-Investor Complaint Processing••••

At the Administrative Service Office of Invest Korea, foreign investors

can complete their FDI report and obtain information on FDI

procedures. Government officers stationed there, with discretionary

power granted to them by the head of their respective organizations,

process eleven types of administrative formalities onsite, including

entry and departure formalities, customs duty and tax-related

procedures.

One-Stop Administrative Support Services ••••

Main Activities (FDI Inbound/Outbound)

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A Responsible and Customer-oriented Management

to Make KOTRA an Exemplary Corporate CitizenUnder its ethical management vision, ‘A Responsible Global Citizen,’ KOTRA maintains

the highest ethical standards in carrying out its trade promotion and investment

activities, thereby contributing to the sustainable growth of the national economy.

Ethical Management••••

Social Contribution Activities in Wide-ranging Areas of

Korean Society KOTRA invests in the leaders of tomorrow through a variety of cultural and educational

programs targeting young people worldwide. KOTRA is actively involved in the recovery

efforts in disaster-stricken areas and conducts regularly-scheduled mentoring

programs for children and youth from low-income families and families with

multicultural backgrounds. KOTRA also offers internship opportunities in Korea for

Korean youth living abroad to help nurture them into globally-competitive individuals.

Social Contributions••••

Rural Community Improvement ProjectKOTRA staff periodically travel to Buraemi Village in Icheon, Gyeonggi-do, under a long-

term community program, to extend a helping hand during the busiest farming seasons.

Besides being an opportunity to help and share with others in the community, this program

also provides KOTRA staff a wholesome experience of rural life. The community service

club, ‘Left Hands,’ composed of volunteers, is another way through which KOTRA staff

contributes to the welfare of the community. Members of Left Hands host events for elderly

persons living alone and help children and youth with their after-school learning activities.

Sharing Activities••••

At KOTRA, we believe in a better world and are doing our best to shape a brighter future for all. We want our work to help bring a smile to everyone’ s face and make their lives happier and more fulfilled. KOTRA will carry the hope and strive to usher in that better future for all.

Are You About Creating a Better World?So Is KOTRA!

The Epicenter of Korean Economic Growth, KOTRA is Rewriting the History of WorldEconomy!

Comptroller-Auditors’ Office

Management Support Division

OverseasMarketing Division

Strategic Business Division

Trade Information Division Invest KOREA Defense Trade

Support Center

Planning &Coordination Dept.

Operation Support Dept.

Personnel Affairs Team

Customer Center

Emergency Planning Team

Mainstay Industry Dept.

SME Support Dept.

IT Industry Dept.

Exhibition &Convention Dept.

EXPO Support Unit

Future Business Dept.

Green IndustryDept.

OverseasInvestment SupportDept.

OverseasExpansionSupport Dept.

Contact KOREA

Trade Information Dept.

Local Information Dept.

China Project Unit

Japan Project Unit

KOTRA Academy

Investment Planning Dept.

InvestmentAttraction Dept.

Planning Team

Defense Trade Team

InformationAnalysis Team

GtoG Support Team

Investment andBusiness Support Dept.

PRESIDENT

Office of the President

Public Relations TeamOffice of the Investment Ombudsman Investment Aftercare Team

Administrative Support Bureau

1962

The Korea Trade PromotionAgency established.

1995

Renamed “Korea Trade-Investment Promotion Agency.”

1997

KISC (Korea InvestmentService Center) opened.

1998

A new Foreign InvestmentSupport Center established.

1999

The Office of Foreign InvestmentOmbudsman opens its doors.

2003 2006 20082004

CRM - BSC introduced.Invest KOREA created.

KOTRA receives the WTO/ITCAward for the World’s BestTrade and InvestmentPromotion Organization.

A new building to house IKP(Invest Korea Plaza) completed.

Contact KOREA created.

2009

KOTRA receives top rating in themanagement evaluation, in thecategory of public institutions bythe Korean Government.

Ethical Management KOTRA Timeline / Organization Chart

Leading Korea on its way to Success

Global Business Developer

▶Subway line no.2 (Gangnam Station) _ exit #6 ▶Subway line no.3 (Yangjae Station) _ exit #7

From either subway station, take any of the buses listed below and get off at Nonghyup Hanaro Mart, Hyundai-Kia Motors. Kotra is located across the street.