Janice R. Andrews
As U.S. President Donald Trump’s tariff war intensifies, South Korea has become a hotspot for American lobbying firms seeking to capitalize on the growing demand for U.S.-focused outreach. With key sectors like shipbuilding, nuclear power, energy, and defense driving cooperation between the two nations, Seoul is witnessing a surge in interest from Washington’s K Street power players. From opening offices to hiring former officials, U.S. firms are ramping up efforts to secure a foothold in what they see as a lucrative market.
K Street Comes to Seoul
The Asia Group (TAG), a prominent Washington-based consulting firm, has recently established a Seoul office, signaling its commitment to the South Korean market. Founded in 2013 by Kurt Campbell, a former U.S. Deputy Secretary of State and Indo-Pacific coordinator under the Biden administration, TAG already operates in over 10 Asian cities, including Tokyo and Hong Kong. Campbell, who returned to TAG as chairman in February, brings extensive experience in South Korea-related matters, having served in key roles at the U.S. Department of State and Defense.
TAG’s expansion into South Korea is bolstered by the addition of Daniel Kritenbrink, a former U.S. Assistant Secretary of State for East Asian and Pacific Affairs, as a partner. Kritenbrink’s expertise in Korean affairs further strengthens the firm’s ability to navigate the complex U.S.-South Korea relationship. A diplomatic source noted, “TAG’s move into Korea was anticipated, and with Campbell’s return, the firm is fully focused on this market.”
Former Officials Join the Fray
Other U.S. firms are also tapping into the South Korean market by hiring former officials with deep ties to the region. WestExec Advisors, co-founded by former Secretary of State Tony Blinken and former Under Secretary of Defense Michèle Flournoy, has brought on Henry Haggard, a former Director of Energy at the U.S. Department of State, as a senior advisor. Haggard, a career diplomat with three postings in South Korea, brings invaluable insights into the country’s political and economic landscape.
Similarly, former U.S. Forces Korea Commander Vincent Brooks and ex-U.S. Ambassador to Korea Harry Harris have joined WestExec and Beacon Global Strategies (BSG), respectively. Both firms are focusing on defense and security consulting, areas of growing importance as South Korea seeks to strengthen its strategic partnership with the U.S.
Strategic Partnerships and Expanding Influence
Recognizing South Korea’s significance, some lobbying firms are forming strategic alliances to enhance their reach. Ballard Partners, a top K Street firm, has partnered with South Korea’s GR Company ahead of the 2024 U.S. presidential election. The collaboration aims to leverage the combined expertise of both firms to offer services like legislative advocacy, regulatory affairs, and crisis management. Ballard Partners, which also represents the Japanese government, emphasized its goal of creating new opportunities in both the U.S. and South Korea.
Meanwhile, Watchtower Strategies, co-founded by former House Speaker Kevin McCarthy and conservative lobbyist Jeff Miller, is reportedly in talks with South Korean companies. McCarthy, a key figure in U.S. politics, is frequently sought by high-ranking South Korean officials visiting Washington, underscoring the importance of such connections.
Growing Concerns Over Unverified Brokers
While the influx of U.S. lobbying firms presents opportunities, it has also raised concerns about unverified brokers. Some intermediaries with questionable credibility have approached South Korean companies, offering access to high-ranking U.S. officials, including the Secretaries of Commerce and Treasury, as well as President Trump himself, for hefty fees.
A consulting executive warned, “Lobbying firms often take on clients but provide lackluster services unless they see them as long-term revenue sources, such as embassies or major corporations.” This highlights the need for South Korean entities to exercise caution when engaging with foreign firms.
South Korea’s Push for Stronger Ties
In addition to private sector efforts, many South Korean public institutions are considering establishing a presence in Washington to strengthen ties with the U.S. This trend suggests that K Street’s interest in Korean clients will continue to grow. However, the recent executive order by President Trump targeting Covington & Burling, a multinational law firm with a Seoul office, serves as a reminder of the challenges firms may face in navigating the volatile political landscape.
Conclusion
As Trump’s tariff war reshapes global trade dynamics, South Korea has emerged as a key player in U.S. strategic interests. The rush of American lobbying firms to Seoul underscores the growing demand for expertise in navigating the complex U.S.-South Korea relationship. While this presents significant opportunities for collaboration, it also calls for vigilance to ensure that engagements are transparent and mutually beneficial. With the 2024 U.S. presidential election on the horizon, the role of lobbying firms in shaping this critical partnership will only become more pronounced.
