Business gifting cultures around the world: what to think about when giving 

Everyone in the world appreciates generosity. But different countries and cultures have their own rules, understandings, and etiquette around gift-giving. And it can definitely cause some awkward moments with corporate gifting. What seems thoughtful in one culture can feel inappropriate or even illegal in another.

It might be tempting to retreat. But gifts are still a hugely powerful way to build relationships with your clients and co-workers across the world. It just takes a little extra thought. So we’ve pulled together a few different things to consider when buying corporate gifts for your overseas business contacts.

1. When to give a gift

Timing of gifts can vary around the world – it’s worth looking into the customs of the place you’re sending to or visiting. 

For example, in China, modest gifts are often exchanged at the first meeting, as a sign of respect. 

In most of Europe and North America, they’re usually given at the end of a project, to celebrate and say thanks. In India, gifts are often linked to major festivals like Diwali or Eid. Timing your gift to match these occasions shows cultural understanding and thoughtfulness.

2. How much budget to allocate

It’s tempting to throw money at the problem. Extravagant = Good, right? Well, not necessarily. In some places, this might come off as inappropriate, and in others, it could even be illegal.

In France, for instance, paying for a meal is usually seen as more appropriate than a gift. In Singapore, there are limits on the value of gifts allowed to public officials, and the UK’s Bribery Act places strict rules on corporate gifts too.

So it’s important to check both your local laws and your client’s. When in doubt, get some advice from your legal team.

3. Consider religious or cultural sensitivities

This is a big one. Before beginning any corporate gifting,  try to do your research on your client’s religious and cultural context. There are some obvious pitfalls to avoid: for example, alcohol and some food products could be inappropriate for Muslim recipients. Hindu clients may avoid leather goods. Jewish recipients may require kosher food.

A little extra thought goes a long way. Understanding these issues shows respect and helps you choose client gifts that are inclusive and appropriate.

4. Be aware of colors, numbers, and symbolism

In some cultures, colors and numbers come loaded with symbolism, and it permeates the gifting culture. In China, for instance, the color red symbolizes good fortune, while the number 8 is lucky. But sets of four, or clocks, can suggest death.

Colour choices that might seem innocuous can be laden with meaning in other cultures. White flowers may symbolize mourning in Asia. Yellow flowers, cheerful in Europe, can signal betrayal in some cultures. So it’s worth paying attention to your palette before sending a gift.

5. Consider the presentation

First impressions matter, so take time to think about how you’re going to present your gift. In Japan, presentation is key. Wrap gifts beautifully and offer them with both hands. It’s customary for gifts to be politely refused once or twice before being accepted – this is a modest ritual, not a rejection.

Elsewhere, like in Europe, where business cultures particularly value subtlety and understatedness, a more low-key presentation often feels more appropriate. There are small ways you can elevate a small gift, such as adding luxury Stickers or Labels.

6. Decide between a personal or a practical gift

In relationship-based cultures (Asia, Latin America), personal gifts go a long way. A photo book or an item related to somebody’s hobby can show that you’ve really thought about them. 

In more practical-focused places (Germany, Scandinavia), useful gifts like Pens or Notebooks tend to resonate more. (And here at MOO, you can find the best of both worlds, by customizing beautiful, practical gifts.)

Thoughtfulness always goes a long way

That all might sound like a lot to consider. But there is a common thread that runs through all these things: thoughtfulness. It’s the one thing that always matters.

Getting the gifting etiquette right isn’t about being terrified of making a mistake: it’s about taking the time to understand the person you’re giving to, and the context they live in.

So talk to your local colleagues, consult guides, and get some advice from international contacts. Even a small gift can make a big impression when you choose it with care. 

Find the perfect gift with MOO

No matter where in the world you’re gifting, we’ve got you covered. Explore our range of Branded Merchandise to find your perfect corporate gift.