International Business Etiquette vs US Business Etiquette

The US is often called a "melting pot" for a reason. Here, you might be shaking hands with a colleague from Japan in the morning, attending a meeting with a German partner by lunch, and closing a deal with a Brazilian client by evening—all without ever leaving your city.

In this article, we’ll explore why mastering international business etiquette matters, how it differs from US business culture, and what key practices you need to know to make a strong, positive impression in any business setting.

Knowing Foreign Business Etiquette Is Essential in the US

Understanding international business protocols isn't just useful; it’s essential for expats in the United States. The US is a magnet for global talent and entrepreneurs.

Understanding global business etiquette practices helps in:

• Building better professional relationships with international colleagues

• Showing cultural sensitivity and respect for cultural heritage

• Avoiding unintentional offenses during critical business matters

• Enhancing your ability to engage in effective communication in diverse settings

Understanding international business etiquette is key to navigating multicultural workplaces, even within US borders. And just as it’s important to prepare for differences in greetings, communication styles, and hierarchy, it’s also wise to prepare for your well-being.

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Africa

In many African nations, building relationships is the foundation of conducting business. Trust and personal connections often precede formal contracts.

• Greetings are highly important. A handshake is common, but it may be longer and involve holding the other person's arm with the free hand.

• Hierarchy matters; always show respect to the most senior person present.

• Gift-giving can be a respectful gesture, but it varies by country.

• Time is perceived more flexibly; meetings may not start at the scheduled time.

African business culture emphasizes patience, hospitality, and the importance of human connection in professional dealings.

Asia

Asian cultures value formality, hierarchy, and face-saving gestures. Understanding these cultural norms can be crucial when conducting business abroad.

China

• Business is relationship-driven ("Guanxi"); trust must be cultivated over time.

• Gift-giving is common, but avoid clocks and sharp objects, which carry negative meanings.

• Address the most senior members first and use proper titles.

• Body language should be modest; avoid too much direct eye contact.

India

• Greetings may include a handshake or a "Namaste" gesture, depending on context.

• Hierarchy is important; address the senior person formally.

• Small talk about family or business history builds rapport.

• Flexibility around meeting times is expected; punctuality is valued but not rigid.

Japan

• A bow is the traditional greeting; a handshake may occur after a bow.

• Wait for a Japanese person to initiate any physical greeting.

• Exchange business cards respectfully with both hands.

• Formal attire is crucial in initial business meetings.

South Korea

• Bowing combined with a handshake is typical.

• Age and position matter; defer to seniority during conversations.

• Building relationships before discussing business matters is critical.

• Modesty and humility are valued in nonverbal communication.

Taiwan

• Gift-giving is appreciated, but avoid sets of four (unlucky number).

• Address people by their full title and surname.

• Business cards are treated with great respect.

• Formality in dress and conduct is essential.

Thailand

• A traditional "wai" greeting (palms pressed together) is used.

• Maintaining calmness and avoiding confrontation is important ("saving face").

• Seniority and hierarchy are respected.

• Social occasions may be crucial to building relationships before serious business matters.

Australia

While geographically remote, Australia plays a significant role in international business. Australian business culture is known for its straightforwardness and emphasis on equality.

Australia (Country)

• Direct communication is highly valued; Australians appreciate honesty and clarity.

• Handshakes are firm but casual.

• Titles are quickly dropped; using first names early is common.

• Small talk about sports or the weather is acceptable at the beginning of business meetings.

• Formal attire is expected initially, but dress codes can become more casual depending on the industry.

Australians are pragmatic and value competence over hierarchy. However, respect toward the senior members of a team is still important in the business context.

New Zealand

• New Zealanders (or Kiwis) are similarly direct but slightly more reserved than Australians.

• Punctuality is crucial; being late is considered rude.

• A light handshake and direct eye contact demonstrate sincerity.

• Hierarchical structures are flatter, but deference to seniority remains.

• Respect for the local Māori culture is important; it reflects a broader understanding of cultural diversity and sensitivity.

Europe

Due to its cultural variations from north to south and east to west, Europe showcases a wide spectrum of business customs.

Belgium

• Meetings are formal and scheduled well in advance.

• Gift-giving is not common in initial business meetings.

• French, Dutch, and German are spoken; French is generally spoken in Brussels.

• Expect a firm handshake and maintain proper etiquette at all times.

• Hierarchy is respected, and decisions may take time as consensus is often needed.

Finland

• Finns value honesty, punctuality, and low-context communication.

• Meetings are direct and to the point, with minimal small talk.

• Personal space is important; avoid excessive physical contact.

• Decisions are often made after careful consideration by all stakeholders involved.

France

• Elegance in dress and behavior is crucial.

• A light handshake is typical; three air kisses (la bise) are common among acquaintances but not in formal business settings.

• French professionals often appreciate small talk about culture, cuisine, or history before business matters.

• Building relationships and impressing through sophistication are valued.

Germany

• Punctuality is a symbol of professionalism; always be on time.

• A firm handshake with direct eye contact is standard.

• Titles and surnames are used until instructed otherwise.

• Meetings are highly structured with detailed agendas.

• Formal attire is expected, and clear, well-prepared presentations are appreciated.

Italy

• Relationships and trust are central to Italian business culture.

• Meetings may not strictly adhere to a rigid schedule.

• Small talk about family and culture precedes business matters.

• Personal space is closer than in Western countries; expect friendly physical gestures.

• Style in dress and appearance is highly important.

Russia

• A firm handshake, often with several vigorous pumps, is common.

• Dealing with the most senior person directly is preferred.

• Hierarchical structures are pronounced; respect the senior executive or most senior member in the room.

• Business discussions may be blunt, but trust is crucial before final agreements.

• Gift-giving is accepted, but choose items thoughtfully to reflect respect.

Spain

• Meetings may begin with casual conversation before moving to business matters.

• Punctuality is appreciated, but being slightly late is socially tolerated.

• A light handshake is typical; proximity and some touching on the arm or shoulder are common.

• Spanish businesses value personal trust and warm business relationships.

United Kingdom

• Politeness and understatement are key features of UK business etiquette.

• A firm handshake with steady eye contact is expected.

• Formal attire is standard for first impressions.

• Small talk about weather, sports, or neutral topics precedes formal discussions.

• Hierarchical but collaborative; junior employees are encouraged to contribute, but final decisions rest with leadership.

Middle East

The Middle East is where cultural heritage and traditions strongly influence business etiquette. Conducting business here often goes beyond formalities—it’s rooted in trust, respect, and relationship-building

United Arab Emirates

• Business is often built on personal relationships and mutual trust.

• Greetings include a light handshake, but wait for local colleagues to extend their hand first, especially between genders.

• Titles and formal addresses (e.g., "Sheikh," "Doctor") are important signs of respect.

• Gift-giving is appropriate, but avoid alcohol or pork unless you know the recipient’s preferences.

• Meetings may not always run on a strict schedule; patience and flexibility are valued.

• Modest and conservative business attire is expected, especially for women.

North America

In North America, professional settings value direct communication, punctuality, and respectful collaboration. While the United States and Canada share many similarities in their business culture, subtle cultural differences still exist.

Canada

• Canadian business etiquette is quite similar to the US but is slightly more reserved.

• Punctuality is highly valued. Being even five minutes late can be frowned upon.

• A firm handshake and polite small talk are expected at the start of meetings.

• Canadians are careful with inclusive language and cultural sensitivity.

• While hierarchy exists, Canadian workplaces are generally collaborative and egalitarian.

• Gift-giving is uncommon in business settings, except for special occasions or major partnerships.

South America

Strong interpersonal connections and warmth deeply influence South American business customs. Countries like Brazil value relationship-building before jumping into business matters, often blending social interactions with professional dealings.

Brazil

• Business relationships are highly personal; building trust is essential.

• Greetings often involve a handshake and sometimes cheek kisses between acquaintances.

• Business meetings may start late and run over time; flexibility is key.

• Appearance matters: dressing stylishly conveys professionalism and respect.

• Business cards are exchanged frequently and treated with respect.

• Gift-giving is common after a deal is closed, not during initial meetings.

US Business Etiquette

Now that you’re navigating the American business landscape, it’s crucial to understand the key expectations here. The US is a melting pot of cultures but has distinct business etiquette norms.

• Punctuality shows respect and efficiency; being late can damage credibility.

• Handshakes are firm and brief; direct eye contact is considered a mark of confidence.

• Americans often move quickly to business matters with minimal small talk.

• The use of first names happens faster compared to many other cultures.

• Hierarchies exist but are typically less rigid; innovation and individual input are encouraged even from junior staff.

As an expat, compare these norms with those from your own culture. What feels familiar, and what feels different? Recognizing these differences will help you bridge cultural gaps and succeed in the dynamic US market.

How Does International Business Etiquette Differ From That of the US?

Here’s a quick comparison of international business etiquette vs. US business etiquette, focusing on key elements:

Conclusion

Mastering international business etiquette is one of the smartest moves any expat can make when building a career in the United States. Recognizing and adapting to different cultural norms strengthens your professional relationships and gives you a true advantage in today’s interconnected business world.

From gift-giving norms to greeting styles, language skills, nonverbal communication, and awareness of time zones, global business etiquette helps you adapt and thrive. Knowing the role of the most senior person and mastering effective communication across business contexts will position you for success—not just in America but worldwide.

Always remember: proper etiquette is more than just good manners. It’s a tool for fostering trust and collaboration across different cultures. For more expert tips to help you successfully navigate international business interactions, build strong business relationships, and understand corporate etiquette across borders, visit WellAway for more insightful resources tailored to global professionals like you.