Gift-giving customs vary from culture to culture. What may be considered culturally savvy in one culture often becomes a cultural faux pas in another culture.
Not only do customs vary from culture to culture, but the importance placed on exchanging gifts, and the protocol associated with giving, will vary.
It is important to understand how various countries view gift giving. Gifts may be viewed as thoughtful gestures, generosity, business development & promotion, bribery, or payment for special favors.
Understanding the Protocol of Cultures
It is important to know the protocol is of each culture. This is the formal etiquette and code of behavior, precedence, and procedure that each culture considers important. Some cultures place less importance on a formal standard code of behavior than many other cultures. That is not to say that proper etiquette is not expected or should be ignored.
For example, Japan is assigns a high level of importance to a code of behavior, for example:
• The ritual of gift giving
• How a gift is presented and received
• What is said when a gift is presented and received
• Giving/receiving a gift with both hands, often with a bow
• Proper wrapping and color
• Number of items in a gift
• Knowing when to open a gift
• Knowing how to reciprocate
Why Do People Give Gifts?
People give gifts for a variety of reasons…
To build and maintain personal or business relationships
To promote business products or services
To enhance the image and reputation of the company
To show appreciation
To show respect
To express an apology
To encourage or motivate
To celebrate or congratulate
To acknowledge your host
The Importance of Business Gifts
With few exceptions, good business relationships are built upon strong personal relationships. In Asian and Latin American countries, in particular, relationships are key to business success.
Selecting an appropriate and proper gift requires knowledge & sensitivity.
The art of gift giving is a tradition that has been around for a long time.
A British expression gives an excellent suggestion:
Avoid “Carrying coals to Newcastle.” People in Newcastle, a coal-mining town, would not appreciate receiving coal as a gift!
In other words, avoid giving something people already have. Do not give wine to the French, beer to the Germans, chocolates to the Swiss, or tea to the Chinese.
Cultural Savvy Recommendations
Research the cultural do’s and taboos for each of the cultures in which you do business. Consider the following:
Status and title of people receiving gifts
Relationship to people receiving gifts
Protocol of presenting gifts
Protocol of receiving gifts
Type & cost of gifts
Wrapping gifts
Gift taboos
Reciprocity
Prepare a list of items that represent your local culture, region, country, company.
Keep a detailed list of gifts that you have presented, and the names of recipients. Duplicating gifts shows lack of thoughtfulness.
Keep a detailed list of gifts you have received. This is very helpful when preparing thank you letters, and it is an excellent way to evaluate relationships.
Provide cultural training for employees who are responsible for making gift selections, and/or, work with cultural experts that can make suggestions, or review your corporate gift giving programs.