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A recent incident on July 11 in which two South Korean female tourists physically assaulted Vietnamese women at a photo booth in Hanoi for waiting for long sparked widespread media attention in both countries.

Many South Koreans expressed shame over the assault.

One of the assaulters was even dismissed by her South Korean employer with the company issuing a public apology to those directly affected and Vietnamese people in general.

Pham Anh Vu, deputy general director of Du Lich Viet, claimed it was an isolated incident and does not reflect the overall behavior of Korean tourists.

“Most of them are friendly and respect Vietnamese laws,” he said, but admitted that Korean tourists account for 15% of his company’s international clientele.

Nguyen Hai Phong, a Vietnamese student who lived in South Korea for five years, said the incident does not represent the general character of Koreans but “I understand why the female Korean tourists behaved that way.”

“Koreans I’ve met tend to be hot-tempered, demanding, and hierarchical, especially in how seniors treat juniors.”

Nguyen Tien Dat, general director of Hanoi-based AZA Travel and vice president of the Hanoi Tourism Association, said many Koreans could be impatient and express dissatisfaction when service is slow.

“In an empty restaurant, if service takes too long, they won’t hesitate to show their frustration.”

Dat also described Korean tourists as serious, demanding, straightforward, and willing to spend on premium services.

In the first half of the year Vietnam received 10.7 million international arrivals, of whom 2.2 million were from South Korea, a ratio second only to China.

Korean tourists are known for preferring upscale travel experiences, typically opting for four- or five-star hotels, luxury resorts and all-inclusive services.

Tourism experts said the meticulousness or occasional fastidiousness of Korean travelers should not be seen as a drawback and only highlights the importance of understanding the preferences and personalities of different markets.