Why do Japanese Retailers Hesitate to Open Their Shops in Korea?

With the expansion of Japanese retailers into the South Korean market, it is interesting to examine how Korean customer attitudes towards Japanese retailers are changing, in terms of consumer ethnocentrism and animosity. Without doubt, rather than younger generations, older generations should have a strong anti-Japan sentiment. Nevertheless, it has become apparent that Japan-based retailers have a self-confidence to open their shops in Korea. Based on the previous research associated with the country-of-origin of retailers, the authors developed a conceptualized research model, and distributed questionnaires. After analyzing collected data, the researchers can draw a conclusion that the degree of consumer ethnocentrism as well as animosity has become weaker and weaker, depending on socio-demographic factors like ages, income levels, education levels, genders and so on. This research finding implies that Korea is not the market in which Japan retailers has to avoid opening their stores anymore, and that Korean customers should have enjoyed widened store selection opportunities with the increased number of foreign-owned stores.