The term Kibun (key-boon) literally means “feelings” but it goes far beyond a Western definition of the word. Kibun is the foundation of harmony, it sets the tone, style, and quality of all interpersonal relationships. In the book, The Business of Korean Culture, Richard Saccone writes that “the goal of kibun is to help others stay unthreatened, relaxed, comfortable and happy.” Kibun affects a Korean’s attitudes, mood, and behavior in all areas of daily life. And if damaged can cause negative reactions. such as resentment, grudges, and even the creation of enemies.

Westerners frequently fail to follow the variety and number of precise rules involved in Korean etiquette. This often results in damaged kibun. Common kibun breakers are not bowing properly to superiors, using disrespectful language, questioning honesty, competency, or being the bearer of bad news.

Being aware of kibun is the first step. But this doesn’t come quickly with mistakes that are easily made. In fact, frictions between Koreans and foreigners often start with the kibun being unintentionally disturbed.

One of the best bits of advice I got in Korea was to be extemely aware of kibun. Or, as the English expression says be careful and, “don’t rain on anyone’s parade.”