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C ulture can be regarded as the driving force behind social norms and behaviors shared by a group of people. Some culturally specific conventions are expressed in the way of gift-giving. For instance, in Brazil, gift-giving is not a requirement in business. However, gift-giving in Asian cultures, particularly in East Asia, is a crucial part of business etiquette as it reflects respect and an intention to build trust with business partners. In some countries, people prefer personalized gifts while in some other countries people barely pay attention to the uniqueness of gifts. (Moran et al. 2014, p. 13). The cultural difference can lead to misunderstanding and conflicts in intercultural communication. Previous research has shown that better relationships between business partners, which often stem from understanding and respecting the tradition of gift-giving, enhance the effectiveness of communication and increase profits (Li, 2012). With the development of international business in the twenty-first century, the ability to understand and manage cultural differences has become more essential than ever for successful business engagement.
There is a long history of gift-giving in Asian cultures, particularly in East Asia. In ancient China, gifting was a crucial method for establishing and maintaining social relationships both between individuals and countries. There is an old saying from the Han dynasty that said, ‘Travel a thousand miles to bestow a goose feather—a small gift may be a token of profound friendship.’ Gifting conventions are influenced by Confucianism intensively in East Asia. Confucian ethics proposed the significance of gifting extends beyond the individual behavior, but it has political importance. Confucianism states that stable social relationships shape a good country, and the practice of ritual is the only way to achieve such social relationships. Gift exchanging is a fundamental step of ritual practice. Thus, gift-giving necessarily takes the function of maintaining social harmony (Mullis, 2008). Many of these gift-giving etiquettes from ancient times have been preserved and continue to be a vital tradition of gift-giving in modern Asian societies. The origins of gift-giving in business within the Western world can be traced back to ancient Greece imperial civilizations, where it was common for citizens to practice trade outside their own group. Trade was initiated by the medium of gifts, which aims to establish a guest-friendship tie before the exchange of commodities. According to the Greek epic poem Odyssey, when Athena arrives in Ithaca for a mission of exchanging iron for copper, she is greeted by the cry “Welcome, to our hospitality! You can tell us what has brought you when you have had some food.” (Morris,1986) proposed that in ancient Greece ‘as shown by Archaic Greek evidence, the obligation to return gifts is presented as social, political, economic and moral, and the gift is not treated as an extension of the person.’
Gift Selection
Gift selection usually depends on the perception of the giver to the receiver and their relationship, as well as the purpose of gifting (Schwartz, 1967). According to the journal 42 Gifts to Your Business Partner by an American career website Indeed, gifts such as clocks, snow globes, candles, and calendars are on the list. Gifts in Western cultures are given as a souvenir without the anticipation of reciprocity in building a business relationship, focusing instead on the story behind the gift and the affection it expresses. In the context of gift-giving in Asian cultures, East Asian people tend to behave similarly to Westerners when the rule of reciprocity is not triggered. In such cases, a gift usually does not have high monetary value. This aligns with the Chinese old saying 'Travel a thousand miles to bestow a goose feather--a small gift may be a token of profound friendship.’ Schweitzer & Alexander (2015) provide an illustrative example: “Taiwanese are big on regifting, a positive activity here. For instance, a cowboy hat from Texas might be brought to a client, who then passes it on to a customer with the message that it's a genuine Texas hat, akin to one worn by a famous actor in a well-known movie.” (p. 324) Thus, East Asian people place a lot of attention on the symbolic meaning of gifts, leading to more taboos in gift selection in East Asia. Typically, a set of four objects is usually avoided in most East Asian countries, as the number ‘four’ sounds like “death.” Sending a clock as a gift is considered a curse in China, where ‘sending a clock’ phonetically resembles “sending someone to death.”
Response For Gifts
In terms of gift-receiving, more politeness strategies are applied in East Asian conventions. Schweitzer & Alexander (2015) described the social etiquette of receiving a gift in Korea. The recipient needs to decline a gift at first, and then accept it after the giver insists and return a gift as reciprocity next time. The person with higher status receives a more valuable gift than others. (p. 57) China has the same similar politeness strategy when receiving a gift from others. In addition, opening the gift without the presence of the giver is one of the polite strategies in East Asia. While in Western countries, the recipient usually opens the gift and shows appreciation in the presence of the giver.
As discussed above, in the realm of gift-giving in Asian cultures, East Asian people and Westerners share similarities in terms of giving and receiving gifts. Such similarities reflect the universally applied obligations. There are three major obligations involved in gift-giving behavior based on examination. (Mauss and Evans-Peitchard, 1950) People send gifts in particular circumstances due to the ‘obligation to give’ which is derived from the willingness to complete moral missions, maintain social relationships, and the norm of reciprocity.
For instance, the tradition of gift-giving includes presenting gifts on friends’ birthdays as a gesture of friendship in both East Asia and North America. ‘Obligation to receive’ refers to circumstances when people must accept gifts from others, as in both cultures, refusing a gift is acknowledged as expressing hostility and hatred. However, it is usual to express polite decline a few times before accepting the gift due to the socially accepted politeness strategy in East Asia. The third norm is ‘obligation to repay’ which states the responsibility to reciprocate the gift giver by other means. Bribe behavior is based on expecting the recipient to offer benefits. (Smart, 1993). The consequence of failure to return benefits includes a reduction in the self-esteem level and social status of the receiver. Thus, gift recipients are unconsciously anxious about not being able to ‘repay’ the gift from others. (p. 37-40) The ‘obligation to repay’ is particularly significant in East Asia due to the culture attaching importance to collectivism and this will be elaborated in the next section. Different social patterns present in East Asian and Western cultures have been proved to explain the observed difference in general gifting frameworks. Individualism and Collectivism are on opposite sides to each other in the field of social psychology. Normally, East Asian countries are considered to be collectivistic countries. Collectivism assumes everyone in society is closely connected by specific social relationships, such as friends, partners, families, or co-workers. Individuals are interdependent on each other, and they are primarily responsible for social norms and collective interests. On the contrary, individualism emphasizes the uniqueness and independence of each person, where people comply with their personal interests and preferences. Individualism dominates in most countries in North America and Europe (Triandis, 2018, p. 2).
Social patterns would influence attitudes for reciprocity. Shen et.al (2011) conducted five experiments and showed that Americans are more likely to ignore reciprocity rules than East Asians when accepting gifts, reflecting different approaches to the tradition of gift-giving. However, East Asians are inclined to refuse gifts to avoid uninvited debt from people they hardly repay. American people show that personal factors provide stronger motivation for altruistic behaviors than the power of reciprocity norm (Miller & Bersoff, 1994). These findings reflect the dominance of collectivism in the mental process that makes people pay high attention to ‘obligation to repay’ in East Asia. Social behaviors trigger norms of reciprocity more frequently in East Asian society than in Western countries. The high attention to social norms in East Asia underlines the sensitivity to taboos and politeness strategies.
In general, the application of appropriate gifting strategies in both East Asian and Western businesses facilitates the expression of friendship and establishment of trustworthy relationships. The three obligations function as major motivations for giving and receiving gifts in both cultures. Nevertheless, the intricacies of gift-giving in Asian cultures make it a more complex process compared to the Western world. This complexity is partly due to the different degrees of individualism present in these cultures. People in individualistic countries show more caution in gift selection, gift-giving, and gift-receiving strategies, reflecting a higher demand for sustaining social harmony in East Asia than in the West. Such demand can be seen as an inheritance from Confucian ethics, which heavily influences the tradition and nuances of gift-giving in Asian cultures.
Linshan. W
Psychology Blogger,
The Shared Secrets Lab,
GiftAFeeling Inc.
Yes, gift-giving is a common and significant practice in Asian cultures. It's deeply rooted in traditions and is often a way to show respect, appreciation, and build relationships. Gifts are commonly exchanged during festivals, family gatherings, and business meetings, reflecting the cultural emphasis on honor and social bonds.
In China, gift-giving traditions emphasize respect and thoughtfulness. Gifts are often presented with two hands and received the same way. Red envelopes, symbolizing luck and prosperity, are popular during celebrations like Chinese New Year. Avoiding sharp objects, clocks, and certain numbers like four is important due to cultural superstitions.
The tradition of gift-giving is a universal practice symbolizing care, appreciation, and social bonding. It varies culturally but generally involves presenting tokens during special occasions like birthdays, weddings, or festivals to express affection, gratitude, or honor. This age-old custom strengthens relationships and fosters connection among individuals and communities.
Gift giving is important in culture as it reinforces social bonds and expresses values like generosity, appreciation, and respect. It plays a crucial role in celebrating milestones and festivals, strengthening relationships, and maintaining social harmony. Across cultures, it symbolizes care and connection, integral to human interaction and communal ties.
Many cultures deeply appreciate gift-giving, with a notable emphasis in Asian, Middle Eastern, and Latin American societies. In these cultures, gifts are often seen as a symbol of respect, hospitality, and gratitude. The practice is integral to social rituals, celebrations, and business interactions, reflecting cultural values and strengthening relationships.
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