The Asian way

Business Traveller’s Asia-Pacific team reveals the unspoken rules you should follow to seal a deal in the region.

Wherever you go in the world, getting the etiquette right is essential to making a good impression, and nowhere more so than in Asia. While Western manners generally work in major commercial hubs, observing local customs can mean the difference between impressing or alienating your client. Still, those customs can vary widely depending on what country you are in – here’s a quick guide.

INDIA

India’s colonial past means it is a cauldron of cultures with well-ingrained British influences. This is reflected in how Indians meet and greet, with Western conventions practised as easily as local traditions.

• Greetings: Handshakes are normal, although at very formal events, such as meeting politicians, a namaste – placing your palms together in front of your chest – will be expected. Generally, a junior does not initiate a handshake with senior members of staff but will wait for them to extend their hand first.
• Business cards: As in most Asian cultures, handing out cards is an art in itself. Eye contact is expected and two hands should be used.
• Honorifics: There aren’t any specific honorifics in Indian culture – Mr and Mrs will do.
• Punctuality: In a nation where family commitments take priority and infrastructure never fails to surprise even the locals, flexibility is important. Although punctuality is respected, a little leeway and understanding will take you a long way because unplanned events, such as traffic jams, are the rule rather than the exception.
• Meetings: One major difference is the perception of individualism versus collectivism in the Indian work ethic. While in the West individual critique is seen as constructive feedback, voicing one’s opinion at meetings here is frowned upon. If you have something to say, do so in private. Juniors are expected to keep their opinions to themselves because criticism of work can be interpreted as a personal attack. Teamwork, on the other hand, is revered. 
• Attire: The sweltering heat and monsoons that dominate the weather for much of the year mean a full suit is not necessary, although formal attire is expected. That could mean a shirt and tie with trousers for men, or a blouse and knee-length skirt for women.
• Dining and entertaining: As Indians rarely do business with people they do not trust, this is always a big part of closing deals. Bear in mind that not all Indians eat meat, while some may only eat it on particular days. Also, some will never touch alcohol while others will drink with gusto. Using cutlery is normal but be prepared to use your hands too.

CHINA

Before China began its economic reform 34 years ago, the private sector was non-existent. Despite a much more open investment environment today, it is still not possible for a foreign company to start a business in mainland China without a local partner, which is often owned or partially owned by the government. Conducting business therefore often means having to deal with bureaucrats. Face-to-face contact is preferred and having the right guanxi (relationships) is vital. Western mannerisms are much more accepted these days but observing local etiquette will help you to gain trust more quickly, especially with those who are over 40.

• Greetings: Handshakes are a good way to start before exchanging cards. You might be offered a cigarette, and while two decades ago declining it would have been interpreted as impolite, more understanding has been extended to non-smokers in recent years. Smoking is still commonplace in meetings.
• Business cards: Use both hands – if it’s from someone important, you may even want to bow slightly when receiving. While younger people are more likely to have English names, those who are older will have their name printed in pinyin (a transcription of Chinese characters into Latin script). The first word of the name is usually the surname.
• Honorifics: In Putonghua (or Mandarin, the official language), Mr is xiansheng and Ms is xiaojie for younger women or nushi for others. Taitai (Mrs) is less common, except when the woman is accompanied by her husband. The surname comes before the honorific, so if someone is named Chen, they will be addressed as Chen xiansheng or Chen xiaojie. Mispronunciation can change the meaning, so consult a local if possible. With the country increasingly accustomed to Western culture, English honorifics are often accepted.
• Punctuality: In a society where seniority and status are everything, the more important the person you are meeting, the longer you will have to be prepared to wait. Unless you are the one calling the shots or know the person really well, don’t be late as this will be seen as disrespectful, no matter what the reason.
• Meetings: The host or most senior attendee will invite the others to take their seats – if you are not that person, wait for the cue. Those of a certain status must be respected and cannot be challenged openly. Traditionally, the Chinese are very circumspect, so read between the lines and exercise diplomacy.
• Attire: Western business attire has become de rigueur, but Mandarin collars for men or Chinese qipao (national silk dress) for women are also acceptable. If the person you are meeting holds the key to your next big deal, try not to wear something too expensive, or they may feel upstaged. High-end Italian fashion houses are revered in China. 
• Dining and entertaining: When there are important issues to discuss, your Chinese clients will most certainly request to do so in a private dining room. Having to talk shop in an open dining hall, even at a fancy restaurant, is almost inconceivable to them. In an upscale Chinese establishment, you will have two pairs of chopsticks – one for picking up food from the shared dishes to put on your plate, and another for picking it up from your plate to eat. Alcohol, especially very strong Chinese liquors, may be offered. Turning it down and not drinking at all will be taken negatively, so either accept it or pretend you have a medical condition.

THE PHILIPPINES

That oft-quoted phrase, “400 years in the convent and 50 years in Hollywood”, used to describe the way Filipinos tick (a reference to their colonial past), still holds true today, manifested in traits such as their instantly warm and engaging manner (Spanish/Latin influence) and fluency in English (American).

• Greetings: Proffering a hand (usually the right) for a handshake, accompanied by a greeting to suit the time of day, is the way to initiate a first-time encounter. If the discussion ends on a positive note, your Filipino associate could get chummier and enter your personal space with a light hand on your back as you walk out of the meeting. That bodes well. In follow-up appointments, you could start off by saying jovially, “Kumusta?” – the Filipino version of “¿Como estas?” (Spanish for “How are you, mate?”). Depending on the level of familiarity, men and women exchange “beso, beso”, the cheek-to-cheek greeting.
• Business cards: These are usually exchanged with one hand. Don’t be piqued if your card isn’t scrutinised or is stuffed straight into a pocket – it’s not the custom in the Philippines, where eye contact is preferred.
• Honorifics: Mr or Ms is safe but most executives will tell you straight away to call them by their first name or nickname unless they are high up in the company or much older.
• Punctuality: “Filipino time”, an annoying disregard for showing up for appointments, is becoming a thing of the past, except perhaps during social occasions (but that’s improving too). If running late, it’s advisable to call ahead to explain, and allowances will be given.
• Meetings: The top person usually sits at the head of the table. Discussions can tend to be protracted if someone is not charged with making sure the agenda is kept to. When the boss speaks, everyone listens, though debate is encouraged.
• Attire: With summer nearly all year round, wearing a suit is impractical. Opt for a long-sleeved shirt – a tie is optional except for top-level discussions. Women should avoid sleeveless attire and go for hemlines grazing the knee or slightly below.
• Dining and entertaining: Filipinos love entertaining and being entertained, and Metro Manila, especially the financial enclaves of Makati and Ortigas, has a wide range of chic dining options. It is not uncommon for business talk to spill over into these social occasions.

SINGAPORE

This island nation is made up of three major ethnic communities – Chinese, Indian and Malay. Although the country is Westernised, it is important to be informed about each group’s customs and traditions.

• Greetings: While shaking hands is the general custom, bear in mind that Malay men, who are Muslim, cannot touch women in public.
• Business cards: Exchange with both hands and examine closely before putting in a holder. The Chinese are particular about this – do not give tattered cards.
• Honorifics: Same as in the West.
• Punctuality: Business is conducted more formally than in most Western countries, so it is important not just to be on time, but even slightly early.
• Meetings: The person with the highest status will be introduced first and so on down the pecking order. Singaporeans are shrewd yet non-confrontational negotiators, preferring a softer approach – be careful not to be too persistent, and know when to let go. Questioning authority is taboo.
• Attire: Businesswear is formal but can be tailored with different materials to suit the climate. A shirt and tie is usual for men, while a dress or skirt and blouse is most appropriate for women. Suits should be reserved for functions.
• Dining and entertaining: Appetisers and drinks are not part of the default menu when dining with Singaporeans. Your hosts may “serve” food from the main dish to guests. Singaporeans will rarely be offended if you suggest meeting at a less pricey location – as long as the food is good.

THAILAND

As their popular phrase “mai pen rai” (“no problem”) sums up, Thais are very easy-going and, especially in bigger cities, are accustomed to foreign mannerisms. That does not mean, however, that they totally accept them – they just won’t say it out loud when they are put off.

• Greetings: Placing your palms together in front of your chest and bowing – a wai – is customary. The higher your palms are, the greater the respect expressed.
• Business cards: Using two hands and making eye contact is important – smiling also goes a long way in the “Land of Smiles”.
• Honorifics: Khun is widely used to address people, and roughly translates as Mr or Ms. This is followed by the first name, which is not considered informal. Ka (or na ka) and krap is added by Thai women and men respectively to the end of almost every sentence in formal situations. It has no exact meaning, but is polite.
• Punctuality: You’re on Thai time. It doesn’t matter if you are late, and there is a distinct possibility your Thai counterpart will be. Anywhere between 15 minutes to an hour of tardiness is not interpreted as rude.
• Meetings: A calm, quiet tone is best received by Thais. They are unlikely to raise their voice, and nor will they interrupt anyone. Do not voice disagreement with anybody in a position of authority – even if you think what they are saying is ridiculous, your opinion should only be expressed behind closed doors, and never to the person in question. When it comes to deals, Thais are reluctant to say “no” to anything, so if you have established what in Western terms you would consider the fine print, don’t necessarily expect complete delivery. Thais also consider the top of your head sacred, and feet are viewed with distaste, so never point with your feet or touch someone else on the head.
• Attire: Presentation is important to Thais so this tends to be more formal than one would expect from such relaxed people, especially given the climate. 
• Dining and entertaining: Thais eat only with a spoon and fork. As in most of Asia, everybody shares dishes.

Although ethnically and culturally Chinese, these two places – especially the latter – are different when it comes to etiquette.

TAIWAN: Those who have travelled on both sides of the strait will tell you that the Taiwanese are more easy-going, so while many of the tips for China apply here to a certain degree, they are more likely to be forgiving if you decline to smoke or drink. One distinct difference is that Taiwanese are much more vocal in their opinions. While politeness is important, they will be more likely to accept a different point of view without being offended.

HONG KONG: Being a former British colony, this Special Administrative Region of China is as Western as it gets when it comes to business etiquette. People are more casual but if you want to make a good impression, observing certain Chinese customs might give you the edge. These might include exchanging cards with both hands, filling the other person’s teacup first, or waiting for the host to direct you to your seat. Smart-casual attire is increasingly acceptable, especially in the summer, but if you are seeing someone important, a full suit is still best for men. For women, a blouse and a suit skirt will do the job.