Arriving in Asia ready to finalize a business deal, Westerners have a dream. It begins with an exchange of pleasantries followed rapidly by fast-track negotiations. Our proposal is circulated, key points are emphasized, amendments are discussed, and an agreement is summarily reached. Signatures are applied the very next day and everyone departs with a firm handshake.

But as anyone who has ever occupied a seat at a negotiating table from Seoul to Shanghai knows, that Western dream is far from reality when it comes to doing business in the East. Despite outward appearances, which are today quite Western, quite modern and quite uniform around the globe, Asia has its own way of doing things, especially when it comes to conducting business.

The past remains our most reliable guide. Sixteenth-century English courtier Sir Philip Sydney, scheduled to meet with the Holy Roman emperor, sagely hired a Latin scholar, Gabriel Harvey, to brief him. Two centuries later, the English went to the opposite extreme when the East India Company’s envoy, Earl George Mac- Cartney, refused to kowtow before the Chinese emperor in Beijing. Etiquette breached, the mission returned emptyhanded when the emperor declared that Cathay had “no use for your country’s manufactures.”

Precious little has changed over the centuries, at least in Asia. First impressions are lasting impressions; poor manners can make for poor business relations.

Etiquette is a way of showing that we understand and respect cultural differences. Few business deals hinge upon these differences in today’s bottom- line, cutthroat global economy, but when certain faux pas can be interpreted as ignorance or arrogance by Asian hosts, it hardly sweetens the deal.

Nevertheless, the question does arise in the 21st century: Are the ageold pillars of business etiquette still in force in Asia? Have certain modes of behavior peculiar to Vietnam, Thailand, China or Japan loosened after several decades of intense Westernization?

The short answer is no. While a few rules of etiquette are falling by the wayside as new generations of Asian businesspeople — many educated in the West — take the reins, business manners remain deeply rooted in Asian cultures. In most cases, local traditions still rule negotiations, covering every move beginning with the proper exchange of business cards.

Asia’s business leaders understand Western etiquette, but on their own turf they prefer to cut the deck according to local tradition. Westerners should play by house rules. Since the odds still favor a conservative approach, our first task is to learn those rules.

Business etiquette in Asia has as many twists and turns as the Great Wall. Bookshelves and Web sites teem with thousands of “dos and don’ts” that can supposedly make — or break — a deal. The pitfalls are legion and seem the stuff of legend: Always present a business card with two hands. Don’t point with one finger. In China, the gift of a clock is tantamount to wishing death on your host. In Thailand, a “thumbs up” is an obscene gesture. Never arrive at an important meeting without a chauffeur or worse, in a compact car or, worst of all, on foot. And by all means keep your voice down, your temper throttled and your eyes averted.

The truth in these warnings has not yet worn thin. If some manners and customs are changing in Asia, they are doing so slowly. Name use is an example. Younger Asians, especially those who have lived in the West, are increasingly at ease using their first names in business. Nevertheless, Westerners should wait until it is clear that such familiarity is welcomed. Always follow your host’s lead, as conducting business on a first-name basis is still far from the norm.

What about power breakfasts? They’re on the rise in Asia, but business lunches are still considered more civilized. Again, let your host set the agenda and reciprocate accordingly. Gift-giving customs are also becoming more relaxed, it seems, and business gifts are not as common — or as expected — as in days gone by. Still, it’s best to be prepared. Arrive with gifts from home (high-quality office products are best), so you’re ready to reciprocate when the occasion calls.

Certainly there are issues more crucial to success in international business than a mastery of etiquette. Basic knowledge of a country’s history, politics, arts and customs; the exercise of patience; the ability to take the long view; the development of strong personal ties with potential Asian partners — those are more crucial than remembering to offer your business card — face up — with two hands instead of one.

But never underestimate the impact of your first impression. Greet your would-be Asian partners with polite reserve — don’t stand too close and make only fleeting eye contact. Keep your posture upright and avoid touching, except for a light handshake when offered. Appearance, status and cultural respect count in every Asian country, but proper use of names, titles, handshakes, bows and business cards vary. Here, then, are a few tips for making a good first impression when conducting business in Asia.

Name and Rank

Confucian standards apply to business across much of Asia. In China, the birthplace of Confucius, the most senior official usually greets the visiting delegation. It’s then a game of follow the leader. Light handshakes or slight bows might be exchanged. The Chinese delegation is then introduced in descending order of rank — surname preceded by title, although younger business leaders may prefer to be addressed by adopted English name. Westerners follow suit with formal introductions.

Putonghua or Mandarin Chinese is the official language, and it is worth the effort to learn a few simple greetings. A skilled translator is often required during official negotiations.

The Chinese/Confucian format for name and rank carries over to Hong Kong and Taiwan. In the former British colony of Hong Kong, however, English is the language of international business. The same holds true in Taiwan, where a slight bow from the waist routinely takes the place of a handshake.

Handshakes become much firmer when a meeting convenes in Singapore. Name protocol is also more squarely in the Western mode. Names begin with a courtesy title in English (Mr., Mrs., Miss or Ms.) followed by last names for the Chinese and by first names for Malaysians and Indians.

In Japan, where traditional culture derives from practices in ancient China and modern business models reflect American standards, modernday etiquette is a combination of international and Confucian. First meetings typically begin with business card exchanges and bows (both of which can become quite elaborate) and end with an exchange of gifts from each country. The initial aim is to create a trusting relationship, so it’s often the later meetings that are devoted to actual negotiations. Address hosts using the Japanese last name (or better, the person’s corporate title, in Japanese) plus the honorific term san.

Confucian values also prevail in South Korea’s boardrooms. Slight bows followed by light handshakes (right forearm held with left hand) kick off and complete most meetings. Proper name use consists of a courtesy title in English (or professional position, in Korean) followed by the person’s last name. In Vietnam, where business meetings generally begin and end with handshakes, the host is likely to get straight to business matters, so be sure a translator is on hand from the start. Address your Vietnamese hosts by their professional or courtesy titles plus their first names, but avoid direct eye contact. The exchange of business gifts, especially in office settings, is rare in Vietnam.

Business gifts are also outside the norm in Thailand, where Buddhism trumps Confucianism and the traditional wai greeting (palms together at the chest, fingertips touching the tip of your nose) often replaces the handshake. Smiles are encouraged, and the proper form of address is the first name — as opposed to a courtesy title plus surname. An exception: In business dealings use a person’s title plus first name or the courtesy title khun plus the first name.

In the Cards

A proper exchange of business cards reinforces the respect and good intentions of each party during the introductions. Examine business cards thoroughly and keep them spread on the table. Take notes during the meeting, but don’t jot anything on a business card — a major sign of disrespect.
In China your business card should have one side printed in English and the other printed in simplified Chinese characters. In Hong Kong and Taiwan, the second side should be printed in the more complex classical Chinese characters. Given the number of languages prevalent in Singapore, an English-only business card is sufficient. In Japan, which perfected the exchange of business cards now followed throughout Asia, the twohanded presentation of bilingual cards is standard, accompanied by a compact bow; even gifts should be exchanged with two hands and a bow.

Korean card exchange follows the Japanese model, two-handed, with one side printed in Hangeul or Hanja, and the same two-handed, two-sided business card ceremony is the rule in Thailand and Vietnam.

Follow local Asian customs in the name, rank and business card exchange, and you’re off to a good start.

Turning the Table

Good business etiquette reverts to the modern Western model when delegations from Asia visit Western shores. Asians will have studied local customs and manners before their arrival. Nevertheless, be a respectful host. Dress formally and follow Asian protocol, especially during the introductions. Keep greetings formal and follow Asian traditions when using names and exchanging business cards. Be sure to have coffee, tea and high-quality bottled water at the bargaining table.

For the most part, however, when in America, do as Americans do. Asian visitors expect to experience the best of our culture, including sights and pastimes, from scenic parks to baseball games. Still, status matters. Show off your best. Recommend fine, modern hotels and restaurants that emphasize what’s most upto- date — and most expensive. Asian guests don’t need to dine at an Asian restaurant, but they will be impressed by trendy new restaurants in swank settings. I once took a delegation of educators from China to a good restaurant decorated with antiques. Their only comment was that it was surely an old establishment. It wasn’t old but it looked it, and my guests were not impressed. For Asians, nostalgia is not for the past but the future.