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The dance of non-verbal communication in Asia: seven tips for Western managers

In Asia, non-verbal communication is crucial for establishing effective relationships. Here are some secrets for deciphering the clues and building mutual trust

25 October 2024

3' min read

Navigating the complex and equally fascinating relationships with Asian counterparts goes beyond knowing English and a few words in the local language.

A crucial element, the one that I personally found most complex but also most satisfying to decipher, was understanding non-verbal communication in Asia. Whereas in the West a firm handshake, eye contact and lots of nice words basically achieve the communication goals, Asian cultures often rely on subtle clues to convey what they really want to tell us.

Here then are seven tips for Western managers venturing into Asia to decipher this silent dance.

The first ritual: the business card. Unlike in the West, where the card is more or less thrown into the hands of the receiver, in Asia exchanging business cards is an important ritual. One must treat the card with the utmost respect, presenting it with both hands turned towards the receiver. And taking the right amount of time to read the information contained, even perhaps commenting and appreciating aloud elements such as the office address. Make it a habit and do it always, even in the West, it is a ritual of great delicacy.

Gifting: the custom to show respect. A custom that cements the relationship when visiting or receiving someone is to give a gift. Avoiding expensive and lavish gifts that could create an obligation of reciprocity and focusing on a small gesture that is culturally relevant shows respect and care for their traditions. And do not be surprised if the gift is not opened in your presence: in Asia gifts are normally unwrapped in private, precisely to avoid embarrassing the other party if the gift is unwelcome.

Eye Contact cum grano salis. While maintaining continuous eye contact shows respect and attentiveness, prolonged contact may be interpreted as aggressive or impolite in Asian cultures. A polite initial contact followed by a respectful lowering of the gaze shows attention without causing embarrassment.

The role of silence. Fundamental to understand this in Japan, but also valid in the rest of Asia, where silence in a meeting does not mean embarrassment and lack of ideas, but on the contrary respectful listening and consideration. To tell the truth here, we Westerners are the real strange ones: we have almost a horror vacui in which, if a pause for silence occurs in a meeting, we must immediately fill it by saying the first thing that comes to mind. In Asia and especially in Japan it is exactly the opposite: giving a half-thought-out answer is a symptom of superficiality. Respect their silence while they reflect on the answer, even allowing them to confabulate among themselves before answering.

The art of body language. Here we Italians are the masters, and this helps us enormously to convey our thoughts. But when I moved to Asia I had to reprogram my posture because excessive movement could be perceived as nervousness or impatience whereas being more composed conveys a greater sense of confidence and respect.

Interpreting the nod, or rather not interpreting it. Warning! If in our culture nodding means agreeing, in many Asian cultures it simply means that one is listening attentively. Evident in its own way in India, when people rock their heads to and fro: they are simply communicating that they are listening. And so one must explicitly check the passages in which agreement is required: verbal communication is needed here!

Building credibility through actions. This should apply worldwide, but here it is even more fundamental. In Asia, words are important, but actions speak louder: honouring commitments, demonstrating a genuine interest in building a long-term relationship are worth much more than strategies, declarations and promises.

And above all, and in conclusion, it is important to remember that non-verbal communication is a two-way street: while deciphering the person in front, one must pay attention to what our non-verbal communication is conveying. Being aware of this non-verbal dance and being careful to respect your counterparts by adopting their culture and way of interacting accelerates the trust-building process that matters so much in Asia.

It is the best investment you can make in this part of the world.

* Partner at FA Hong Kong Consulting