GIFTS

* No issue could be more intimidating than the etiquette which surrounds the use of gifts as a form of social lubricant throughout Asia. Great ceremonial significance is attached to the giving and receiving of gifts in most Asian countries and it is important to be familiar with the various cultural nuances.

* On the whole, gift-giving is merely a case of common sense and good manners. However, each country has its own idiosyncrasies. In this revised edition of the Asia Pulse guide to business etiquette in Asia, general rules relating to the giving and receiving of gifts will be dealt with in this chapter and country-specific rules will be addressed under the country headings.

* Gifts are used to express friendship, common purpose and the hope of future business success and prosperity. Gifts are given in appreciation of a favour done or as a sign that a favour may be sought in the future.

* Gifts may be given at the conclusion of a successful meeting, or at the start of a new relationship. They are the currency of business in Asia and have the ability to make or break a commercial relationship.

* In general, business gifts in Asia fall into two categories; gifts for companies and business organisations, and gifts for individuals.

* You will no doubt want to present a large gift to the Asian company with which you are dealing, as a way of demonstrating the bond which exists between your two organisations. Large gifts presented to a corporation should in some way reflect the business in which the corporation is involved. For example, a coffee table book about vintage cars would be an appropriate gift for a company involved in the automotive sector, particularly if it has been inscribed by the chairperson of your company.

Make sure such gifts are presented to the most senior person in the company at the end of a meeting or dinner. If you can find nothing which relates to their business, choose something which relates to your country, such as a book, painting or small ornament which can be displayed in their corporate boardroom.

* Before embarking on a business trip to Asia, consider all the people you will be meeting and the nature of their business. Consider their status within the company, whether they speak English, whether they are married or single and how old they are. Have they arranged your accommodation? Will you be provided with a driver, interpreter or a secretary? In most Asian countries, the sense of communal identity is very strong and it is therefore important that no-one misses out on a gift of some description, no matter how small. Remember, it is the significance of the gift-giving itself, rather than the value of the gift which matters most. So make sure you bring something for everyone.

* When choosing gifts for individuals within a corporation, try to ensure that each person receives a gift of equal value, but that senior executives receive a gift which is more expensive than the others. Give gifts to everybody you deal with, including the driver, secretary, translator, receptionist and office junior. Don't worry, these people won't expect anything special unless they have done you a special favour.

Small mementos which promote your corporate logo such as tie-pins, coffee mugs, golf balls, desk sets, T-shirts, paperweights, key-chains, scarves, calendars and diaries make appropriate gifts in this situation. The use of your corporate logo reinforces the nature of your professional relationship and appeals to communal corporate identity prevalent in many Asian cultures. Try to match your small gift to the person receiving it. It is pointless giving an English book to a person who doesn't speak English.

Don't forget to bring a supply of extra gifts with you, in case you are introduced to other members of their business organisation. If you are caught short and will be visiting a corporation for the first time, a large box of chocolates or candy for the staff to share is suitable.

* If someone has provided you with special assistance and you would like to present them with a gift of a more personal nature, items such as cigarette lighters, cartons of foreign cigarettes, foreign spirits such as brandy, cognac or whisky, pens and small electronic devices such as calculators will usually be well received. Naturally, alcohol is an inappropriate gift in Moslem countries. Perfume or cologne or even cosmetics can be given to women in most Asian countries without carrying any romantic overtones, but aftershave is not necessarily an appropriate gift for men, particularly in East Asia, where men do not shave regularly.

Calendars and magazine subscriptions from your country make a nice personal gift, particularly magazines relating to the field in which the person conducts business. Give a copy of the magazine to the recipient and explain that you have arranged for them to receive a 12-month subscription.

* Compact discs or recordings of popular music, particularly music from your country can make a wonderful gift. Remember however, that most Asian people prefer what westerners would call "easy listening" music. Hard rock or heavy metal may not necessarily be appropriate, regardless of the universal fame of the band. Love songs, sweet melodies and classical music performed by famous orchestras are more suitable.

* Items associated with the USA seem to be universally popular, particularly clothing emblazoned with American labels, brand-names and imagery. American basketball clothing is incredibly popular with young people in East Asia, particularly in urban centres, where Michael Jordan is treated with a hero-worship far greater than that accorded to sumo-wrestlers, ping-pong players and national soccer teams. Such clothing may be eminently suitable when dealing with young people or business people with children.

* If your country or city is famous for a particular item of food or drink, eg Swiss Chocolate, Scottish shortbread, Australian wines etc, then these can make interesting gifts for your Asian business colleagues. Such gifts can be good for "breaking the ice," particularly if you take the time to explain what the food is, whether it is sweet or savoury, consumed as a meal or snack, and at what time of the day it is usually eaten. For example, western table wines have recently attracted a great deal of attention in Hong Kong, Japan, Taiwan and Thailand, but many people are uncertain of the best way to enjoy them. If you present someone with a bottle of wine, you can explain that in your country it is often drunk with a particular kind of food and provide them with a personal insight into your culture.

* When selecting foreign tobacco products such as cigarettes, care should be taken to ensure that the products are manufactured in a country outside the region, as these are considered to be of superior quality, particularly European or American-made cigarettes. Many foreign tobacco companies have factories manufacturing cigarettes in Asia which are widely available on the domestic market. However, cigarettes manufactured outside the region have more value and 'novelty' appeal. Often people will examine a carton of foreign cigarettes to determine the exact point of manufacture. If they are manufactured in the US or in Europe, they are regarded as a superior quality item and your gift will carry greater significance.

* Never choose a gift which may cause embarrassment. Although novelty gifts enjoy a huge popularity in western countries, the joke may be lost on an Asian person who may find the gift insulting. Leave the glow-in-the-dark boxer shorts at home and choose something a little bit more traditional. Avoid gifts that carry romantic overtones or are in anyway connected with sex, such as underwear. Never give gifts that are second-hand or used, as this may be interpreted as an insult.

* Although it may be appropriate to spend a lot of money on a gift for a corporation, avoid presenting individuals with expensive gifts as this smacks of bribery and may place the recipient in an uncomfortable position. They will no doubt feel obligated to reciprocate, which may be difficult if they are not incredibly wealthy. Some countries have laws which place an obligation on all civil servants to declare gifts with a purchase price exceeding $US100. Bear this in mind when choosing your gift, to avoid embarrassment later.

* Always wrap gifts before presenting them to people. This shows that some effort has been made to make the gift personal. Many hotels in Asia will wrap presents for a minimal fee - a convenient service for over-worked business people.

* Great care must be taken when choosing the colour of the wrapping paper, because in certain countries various colours and colour combinations can signify death or bad luck. In China, for example, the colour white is associated with death and should never be used to wrap a gift for somebody. More country-specific details relating to the appropriateness of colours will be dealt with in later chapters.

* When presenting your gift, try to avoid making too much of the gesture. Describe your gift as "a small token of our friendship" and be sure to present the gift with both hands, as a sign of respect. Beprepared for the recipient to politely refuse the gift as often as threetimes. This is normal behaviour in many Asian countries and you should persist in your efforts to present your gift. Naturally, if the person looks genuinely horrified, don't persist. Let common sense be your guide.

* Remember that the rules relating to gift-giving work both ways, and should be applied when you are presented with a gift as well. If an Asian person presents you with a gift, you should act in the same manner. It is considered polite to make some self-deprecatory comment such as "Oh no! I do not deserve this. You shouldn*t have bought me anything. This is unnecessary," before receiving the gift graciously with both hands.

* In most Asian countries, people do not normally unwrap gifts in front of the giver, as this is regarded as greedy and ill-mannered. On the whole, it is probably best if gifts are not opened in the western fashion, to avoid embarrassment if the gift is too expensive, cheap or inappropriate. However, if you want a person to unwrap a gift you have presented to them, simply explain that this is the custom in your country. If presented with a gift and you suspect that the people are familiar with western customs, ask whether they want you to open the gift in their presence. Many Asian business people are familiar with western behaviour and may not understand your reluctance to open your gift. Don't tear the paper hastily when unwrapping your gift as this is considered childish and greedy.

* Always take a gift if invited to somebody's home. Fresh fruit is an appropriate gift in such situations, as are chocolates, spirits (especially French cognac) or tea. Toys for children in the household are always well received, as are picture books containing photographs or drawings of the country in which you live. If school-age children live in the household you are visiting, some English language books would be greatly appreciated, particularly publications about your own country. If your business colleague is a married man, a small gift of perfume for his wife would be greatly appreciated. The presentation of gifts to the entire family signifies the depth of your relationship and shows that your dealings with the person extend beyond business.

* Try not to surprise people with gifts in a business environment as this may cause embarrassment if they are not ready and are unable to reciprocate. Inform them in an off-hand manner that when you see them the next day, you want to "present them with a small token of yourappreciation." This will give them the opportunity to have something ready to give to you.

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