Inside the World of International Business Etiquette

Jun 12 / Serene Yap
People rarely see business etiquette as a deal-breaker in international work settings. It feels secondary, polite but optional. However, early interactions tend to shape the course of the decision before any discussions about contracts. Let’s look at the situations where people could practice international business etiquette.


1. Greetings
Every business interaction begins with how people first meet. In Japan, people bow when they greet each other. This is known as ojigi. The bow is not all the same. A deeper and longer bow shows more respect. The way people bow varies depending on the situation and their relationship with the other person.

In Middle Eastern countries, greetings are an interesting part of the culture that often surprises people. Unrelated men and women often avoid physical contact due to cultural and religious norms. Instead of a handshake, people may say “Assalamualaikum,” meaning “Peace be upon you.” They sometimes say it with a nod and a hand on their chest.


2. Meetings
In monochronic cultures such as Germany and Switzerland, people place a high value on schedules, deadlines, and punctuality. Lateness can create a negative impression of professionalism.

In polychronic cultures, such as India and Mexico, relationships often take precedence over schedules. Business meetings may begin with an extended personal conversation before moving to business matters.


3. Humor
For many newcomers to the United Kingdom, British workplace humor takes time to recognize. British people often deliver dry sarcastic, understated, or ironic remarks without smiling or signaling that anything funny has been said. After a major system failure, a manager may quietly say, “That went smoothly.”

In Singapore's business environment, a light joke can be present during meetings to ease tension or add a personal touch. It is used sparingly and only at appropriate moments. Too much humor makes it hard to take the discussion seriously.


4. Corporate Gifts
Corporate gifts can also be a cultural minefield. A modest gift in China can strengthen business relationships. However, in the United States or the United Kingdom, it may trigger compliance concerns due to strict corporate policies and anti-corruption laws. In these situations, what is meant to foster goodwill can backfire.


5. Physical Proximity
In Brazil, business interactions typically allow for closer personal space than in many cultures, with gestures like hugging or friendly touch being fairly common. In the Philippines, people generally expect around two feet of personal space and usually avoid physical contact in meetings.


Leaders who understand cultural norms build social confidence and improve their success in working with people from different countries. It is about developing the curiosity to ask, observe, and adapt. A quick bit of research or a chat with a local person about cultural norms before a meeting can be very helpful. In many cases, business etiquette determines whether a relationship moves forward or stalls.
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