Just three years out from the 2018 Winter Olympics in PyeongChang, many marketers are turning their sights on South Korea. Widely considered to be one of the most connected and Internet-savvy countries, South Koreans have distinct habits when it comes to the consumption of online media. This whitepaper explores the role of culture when it comes to how, where and with what purpose people in South Korea engage on Twitter, and how their engagement compares to other markets.