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First LGBT Market Research Study in South Korea - New LGBT2020 research to sample lesbian, gay, bisexual and transgender people

The world’s largest research into the lives of lesbian, gay, bisexual and transgender people (LGBT) is called LGBT2020 and today launches in a new country - South Korea.



Launch of First LGBT Market Research Study in South Korea - New LGBT2020 research to sample lesbian, gay, bisexual and transgender people

SEOUL, SOUTH KOREA (OUTNOW) -- May 31, 2012 -- The world’s largest research study into the lives of lesbian, gay, bisexual and transgender (LGBT) people has expanded it’s global reach even further. The latest country to become part of this groundbreaking study is South Korea.

The world’s largest and most comprehensive LGBT research project - known as LGBT2020 - has today added South Korea to the more than 20 countries where it measures a diverse range of aspects of the lives of LGBT people.

The LGBT2020 Study is a deliberately groundbreaking research project that is devised and implemented by the world’s leading LGBT marketing organization - Out Now Global

The addition of South Korea is part of the LGBT2020 study’s growing reach across the globe, in line with Out Now’s commitment to providing powerful insight into LGBT communities on a truly global scale, the like of which has never been seen before.

“We are delighted to be launching our research study in yet another country in Asia,” said Ian Johnson, Founder and CEO of Out Now. “Following on from the first LGBT data ever to be collected in Japan and India - the addition of South Korea to the countries in Out Now’s LGBT2020 study is extremely important and exciting news. The data collected here will help us benchmark the attitudes to a range of social, economic and lifestyle issues that affect LGBT people all over South Korea for the first time. This information will record important data such as levels of discrimination that LGBT people in South Korea face as well as how many feel able to be open about their sexuality to come out to their colleagues at work, or with their family members or with their friends. Other metrics such as relationship status, travel preferences and consumer habits and expenditure will also be tested - and the results will be analyzed to compare the experiences of South Korea’s LGBT community with those from other LGBT people across the globe for the very first time”.

Now underway in twelve languages and covering countries where more than a third of the world’s population lives, the LGBT2020 Study is the most extensive market research study ever on LGBT issues. The project commenced in 2009 and now reaches into more than 20 countries right across the globe. 

“I am quite excited to be able to be part of such a landmark research study”, said Mr Ryan Choi, Out Now’s South Korea Regional Consultant.

“The chance to add the voices of LGBT people in South Korea to this global study was too important to ignore,” said Mr Choi. “Increasingly LGBT data from a variety of countries and regions is having an impact on policy and practice globally. This data matters, and this new South Korea cohort will contribute a great deal of relevant information into the growing global picture that is emerging from the LGBT2020 study,” Choi said. “As a G20 global economy, South Korea’s inclusion in this project adds regional, as well as global significance to what is already the most credible data on the global LGBT community that there has ever been. I am hugely excited and proud to be part of such an exemplary project as Out Now’s LGBT2020”.

Johnson said he was also pleased that the research was continuing to expand into regions where no data has been collected before.

“Out Now already knows from this project that there can be significant regional and cultural factors that influence the findings from this research,” Johnson said. “To imagine that LGBT communities are homogenous the world over is of course naive - and short-sighted. For companies, destinations, governments, non-government organisations, and media providers that are serious about understanding and embracing diversity, a truly global picture of LGBT communities worldwide is essential. Out Now is the only LGBT organization committed to bringing this dream to fruition”.

“At Out Now we consistently strive to make sure that the needs of LGBT people, no matter where they live, become better understood – and met – by those organizations that serve them,” Johnson added. "We expect to discover unique challenges in reaching LGBT people in South Korea and we are looking forward to doing so”.  


The ’Out Now Global LGBT2020 Study’ is a ten year program of research and is the world’s most comprehensive LGBT research project. 

In 2012 the study is sampling gays, lesbians, bisexuals and transgender people in 12 languages from 24 countries on 6 continents on many aspects of their lives. From LGBT travel and tourism patterns, lifestyle habits, consumer expenditure, incomes, spending, discrimination and entertainment preferences - the LGBT2020 project is a groundbreaking project from Out Now.

Out Now is working with LGBT community groups and organizations, media partners, social networks and other partners to provide the broadest possible sample from the LGBT2020 research study.

In 2011 almost 40,000 respondents from around the world participated in the LGBT2020 study. The LGBT2020 Study enjoys strong support from industry with sponsors including Lloyds TSB Banking Group, Turespaña and German National Tourist Office.Countries sampled in 2012 for the LGBT2020 research report now include: Argentina, Australia, Austria, Brazil, Canada, Chile, Ecuador, France, Germany, India, Ireland, Israel, Italy, Japan, Mexico, Netherlands, Peru, Portugal, Spain, South Africa, South Korea, Turkey, United Kingdom, United States, Uruguay.

In English
Ian Johnson, CEO, Out NowThe Hague, Netherlands

In Korean
Ryan Choi, Out Now Special Regional Consultant, South Korea 


Established in 1992, Out Now is the world’s leading LGBT marketing organization and has for two decades been relied upon by many of the world’s leading brands, organizations and tourism bodies for specialized gay and lesbian marketing insight and expertise. 

Working in more than 25 countries around the globe, Out Now is the international local specialist LGBT marketing agency in each of the markets in which it operates. Services include research, training, strategy and communications. 

Out Now clients include German National Tourist Office, TUI, Lufthansa, Berlin Tourism Marketing, Vienna Tourist Board, Visit Manchester, Stockholm Visitors Board Switzerland Tourism and a diverse range of non-travel industry clients including IBM, Toyota, Citibank and Lloyds TSB Banking Group. 

Out Now is the creator of the world’s leading tourism industry training and certification program GayComfort which is relied upon by the world’s leading destinations to deliver genuinely gay-welcoming levels of customer service in locations around the globe.

More information is available at and

The LGBT2020 South Korea survey is live online now at




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