How to Do Business in 12 Asian Countries 11. What will you need to know in 2010 or 2020 to work in Asia? As Hans Koehler pointed out in his Preface, we live in changing times. In this century China and India are changing the economic balance of the world. But many of the cultural tenets presented in Kiss, Bow, or Shake Hands: Asia took hundreds or thousands of years to develop. These stable precepts help us understand why people behave differently around the world, and they will help you to avoid global marketing faux pas | Japan 71 Some Western gestures convey nothing to the Japanese. These include a shrug of the shoulders or a wink between friends. Pointing is considered impolite. Instead wave your hand palm up toward the object being indicated as the Japanese do. Beckoning come here is done with the palm down. Moving the open hand with the palm facing left in a fanning motion in front of the face indicates a negative response. Sniffing snorting and spitting in public are acceptable but nose blowing is not. When you must blow your nose use a disposable tissue and then throw it out. To get through a crowd the Japanese may push others. There is also a gesture meaning excuse me which involves repeating a bow and a karate chop in the air. The Japanese do not approve of male-female touching in public. Men do not engage in backslapping or other forms of touching. In conversation the Japanese remain farther apart than do North Americans. Prolonged direct eye contact is not the norm. A smile can mean pleasure but it can also be a means of selfcontrol as when it is used to hide disapproval or anger. Keep a smile even when you are upset. Laughter can mean embarrassment confusion or shock rather than mirth. Silence is considered useful. Cultural Note Should you have occasion to visit a Japanese person who is ill never bring him or her white flowers. The color white is associated with death. Also avoid giving a potted plant which suggests that the sick person will soon be planted in the ground. Gifts If you are invited to a Japanese home bring flowers cakes or candy. Gift giving is very common in Japan. Business gifts absolutely must be given at midyear July 15 and at year-end January 1 . They are often given at first business meetings. 72 Kiss Bow or Shake Hands Asia For the Japanese the ceremony of gift giving is more important than the objects exchanged. Do not be surprised by either modest or extravagant gifts. Take your cue from the Japanese with whom you are working. Allow them to present
