I would like to thank my Professors at Hannam University to help me find the

Partially 
Confirmed, 
Non 
Confirmed 
Ethnic 
Market 
Ethnic 
Product 
oriented 
market 
Non-ethnic 
market that 
attracts 
various 
ethnicities 
0 5 
P1: Non- 
confirmed 
Ethnic Labor 
Easy 
collaboration 
with co-
ethnic 
employees 
Language 
expectations 
of ethnic 
clients 
Various 
ethnic 
employees 
Limited 
qualifications 
of ethnic 
employees 
2 3 
P2a: 
Partially 
confirmed 
Ethnic 
Emotional 
Support 
Emotional 
support by 
community 
members 
Limited 
support from 
ethnic 
community 
1 4 
P2b: 
Partially 
confirmed 
Startup 
Capital 
Local 
government 
support 
No formal 
assistance in 
starting new 
business 
0 5 
P3: Non-
confirmed 

---

65 
Personal 
savings, 
family and 
friend
’
s 
financial 
support 
Emergency 
Loans 
Friends and 
family insured 
their financial 
support in 
time of crisis 
or bank loans 
No access to 
emergency 
loans 
1 4 
P4: 
Partially 
Confirmed 
Education 
High school 
degree to 
graduate 
degree 
No formal 
degree 
needed 
5 0 
P5: 
Confirmed 
Previous 
Experience 
Relevant 
previous 
experience 
Irrelevance of 
previous 
experience 
2 3 
P6: 
Partially 
confirmed 
Risk 
Aversion 
Low Risk 
Aversion 
High Risk 
Aversion 
2 3 
P7: 
Partially 
Confirmed 
Commitment 
Sacrifice of 
family and 
social life 
Balance 
business and 
4 1 
P8: 
Partially 
confirmed 
Institutional 
Support 
Support by 
Government 
and other 
ethnic 
counseling 
organizations 
No support by 
Government 
0 5 
P9: Non-
confirmed 

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66 
This section presents the results found during the semi-structured 
interviews against the propositions defined in section 3. The next section will 
further present discussion and analysis of the results found in this section. 
 

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67 
Chapter 5: Discussion and Analysis 
This chapter discusses the results presented in Chapter 4. The discussion is 
based on the survival factors: Ethnic market niche, ethnic labor, ethnic 
emotional support, startup capital, emergency loans, previous experience, 
risk aversion and commitment. For this purpose, the theoretical model 
presented in Chapter 3 will be revisited again and to compare the findings in 
the light of existing literature in order to draw valid conclusions by the end 
of this study. 
5.1 Ethnic Market Niche 
As indicated in the previous literature, (Waters, 2001) argues that 
globalization has made realization among masses that all ethnicities are 
legitimate which lead towards the acceptance of ethnic food. It has also 
become a center of attention in the recent years and makes ethnic food 
‘
a 
tourist gaze
’
as defined by (Urry, 2002). The ethnic food restaurants in 
Korea are not only attracting the locals but also tourists who visit Korea in 
huge numbers every year. Korea has becoming globalized which makes it 
clear how immigrant restaurant owners are managing to survive in the 
Korean market (Sangmee, 2010). This might have to do something with the 
taste of the food like most of the Indian, Nepali and Pakistani foods use chili 
pepper and South Asian countries including Korea has higher tolerance of 
spices which makes it easier for them to try aforementioned cuisines (Dulen, 
1999). 
The results of ethnic market niche are consistent with the literature 
which means it was not confirmed as a survival factor in the results. Ethnic 
food is not exclusively an ethnic product and it is successful to attract not 
only other ethnicities but locals as well. The results reveal that in Korea a