By Ludmila (Mila) Rusakova Golovine
Japan has long been regarded as an economic powerhouse. It is only the size of California yet has the 4th largest economy in the world. This situation is due to the culture’s strict discipline and work ethic. These characteristics make the Japanese market attractive for potential US business. Nevertheless, the Japanese culture is still one of the most formalistic on Earth which can pose some problems when coming into contact with American business culture. This fact should not discourage Americans from trying to do business in Japan but should encourage them to engage in and apply proper cultural awareness.
One major cultural difference between Americans and Japanese is the manner of speaking. Americans are known for directness and referring to plain facts when conversing. They like to come to the heart of the matter immediately. In Japanese communication, this way of speaking is far too blunt. The Japanese prefer to refer to an issue indirectly or even through an intermediary. Moreover, while Americans mainly employ words to communicate, the Japanese use body language and facial expressions to express what they mean.
Another cultural difference is the value placed on relationships. Maintaining good relationships and harmony is vital in Japanese culture. It serves as the basis for most interactions. As stated previously, Americans deal primarily with straightforward facts and act on them in a practical manner. While the Japanese value facts just as much, their actions are based more on maintaining good relations and following traditional practices. This is also why the Japanese eschew conflict. While Americans view disagreement as an opportunity to challenge each other and come to a mutually beneficial solution, the Japanese view a disagreement as something that causes harm to relationships. Very often, they will attempt to defuse a situation before conflict arises.
Along with the avoidance of conflict is the ever-important concept of “face”. Face can be loosely interpreted as respect. Face can be both lost and given. Mainly it concerns how a person is viewed publicly. A person mainly loses face when a mistake is pointed out publicly or someone disagrees with another person publicly. Face can also extend beyond a person and represent an entire organization or group. It is for this reason that very often representatives of Japanese companies are reluctant to admit mistakes. Face is also lost when proper hierarchy is not respected. A senior executive should never be confronted or disagreed with by a subordinate. This will result in loss of face for both parties involved. On the other hand, face can be given by genuinely complimenting someone on an accomplishment or a job well-done. It is also given by treating someone extraordinarily well. It is not uncommon for a Japanese host to give their business guests the royal treatment. This action is their way of giving face.
Punctuality is extremely important to the Japanese. It is considered rude to show up late. If you are going to be late always call and warn as soon as possible. Upon arriving, it is important to apologize for the tardiness and express the hope that it will not reflect badly on you. Do not stress the reason for being late. Unlike in American culture where causes are extremely important, Japanese culture focuses on maintaining good relations. This is why it is ever important to make the apology as sincere as possible so that the relationship will be maintained.
Since the Japanese are much more formal both in attire and demeanor than Americans, it will be important to dress and behave accordingly. In dress, it is always best to stay with very formal clothing. Usually a black or dark suit is appropriate. Remember that the Japanese businesspeople are especially conservative, so bright and flashy colors are completely inappropriate. There is no harm in overdressing. So, if there is any doubt as to what the level of formality is, always err on the side of caution.
When meeting a Japanese businessman, the presentation of a business card is a very ceremonial exchange. He will most likely present it while holding both corners and possibly even bowing to offer it to you as a sign of respect. When receiving the card, it is appropriate to accept it with both hands, take your time to read the information, and hold it for the duration of your exchange. In Japanese culture, a business card is considered an extension of the person. That is why you must treat it with care. Additionally, it would be considered fitting to bow as a response to accepting the card. It is actually not considered culturally correct to put the business card in your wallet or in your back pocket. It is preferable to carry a special case in which you may carefully place the card. This action will demonstrate that you are offering proper respect to the businessman.
It is true that the Japanese and American business cultures are quite different; however, they are not incompatible. With a modicum of mutual respect and cultural awareness, you will be able to succeed in Japanese business.
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As a graduate of the Wolff Center for Entrepreneurship at the University of Houston, Ludmila (Mila) Rusakova Golovine, Founder, CEO, and President of MasterWord Services, Inc., started her company with a vision of seamlessly connecting people across any language, any time, and any culture. She understands the complexities of the global marketplace and excels at providing language solutions based on creative thinking and strategic planning. Mila can be reached by email at mgolovine@masterword.com, by phone at 281-589-0810, or visit her website at www.masterword.com.
