S . Korean goods are competitive in design , prices : survey SEOUL , Jan . 22 ( Yonhap ) -- South Korean products are competitive in design and prices , but still lag behind advanced economies in technology and brand image , a survey showed Monday . In Vietnam , South Korean products have better brand images than those of Chinese goods , according to a survey of 1 , 200 consumers in the United States , China and Vietnam , conducted by the Korea Federation of Small and Medium Business from Dec . 7 - 15 last year . In the U . S . , the brand power of South Korean goods was equal to that of Chinese products . In terms of price competitiveness in the U . S . , respondents reported 36 percent satisfaction with South Korean goods , compared with 55 percent for Chinese products . In China , South Korean products were less competitive than Chinese goods in prices , brand images and technology . Most Chinese consumers described South Korean electronics goods as reliable . The most popular South Korean items in China and Vietnam were foods and cosmetics . Culture and tradition were the images Americans had about South Korea , while Chinese and Vietnamese pinpointed entertainment as the image of South Korea . " It is necessary for South Korea to approach consumers abroad in an emotional manner by establishing a clear national image and related brand , " said Lee Won - seop , an official of the federation . A file photo of Dongdaemun Design Plaza in Seoul ( Yonhap ) hdh @ yna . co . kr ( END )