Executive Travel : A Global Guide to Corporate Gift Giving

Anyone who travels internationally on business knows that corporate gift giving can be a tricky game. Different cultures have different expectations and taboos concerning gifts. Tiffany & Co., which has designed everything from crystal ware for hotels to the Super Bowl Trophy, has developed some international gift-giving guidelines based on its 30 years in the business of supplying corporate remembrances.

The Pacific Rim

Japan has one of the strongest gift-giving cultures of any country. When choosing gifts for Japanese associates, however, it is important to be aware of the rank of the recipient. Don’t give the same thing to the chairman that you would give to an intern.

In addition, giving gifts is considered a private affair in Japan. Don’t make your presentation in front of anyone else unless you are prepared to give gifts to everyone present. And, whereas in some cultures giving gifts to the spouse of an associate is considered inappropriate, it is favored in Japan.

One thing to watch out for: anything having to do with the number four. Four of anything is considered bad luck to a Japanese or Korean business person, just as the number 13 is considered unlucky in the United States.

In contrast, a pair of anything in Hong Kong is considered a symbol of good luck.

In China, you want to avoid giving clocks, which can have a morbid connotation to the Chinese. And in picking a color, remember that white is associated with funerals throughout Asia, whereas red is considered a symbol of health.

Above all, when choosing gifts for the Japanese, remember that quality is considered paramount.

The Middle East

In the Arab culture, a person’s status is measured by his or her generosity. It is also a very name-conscious society.

Name-brand gifts or those from well-known stores are good choices.

Alcohol, on the other hand, is illegal in Islamic countries, so don’t choose liquor as a gift. Food is another no-no, as it might may be considered an insult to your host’s hospitality.

And don’t bring a gift for the wife of a male host, since Arab businessmen consider their private lives separate from business.

Other items to avoid are anything depicting animals or made from animal skins, since many animals are considered sacred or have other religious symbolism.

Latin America

In Latin cultures, one of the main gift-giving taboos is anything with sharp edges.

Items to avoid include letter openers, knives or scissors. Such gifts symbolize hostility, and may be construed to mean the business relationship is soon to be cut off.

Don’t choose anything purple, either, since this is the traditional color of mourning and is also associated with Lent.

Europe

For the British, it pays to be conservative. Extravagant gifts are considered in poor taste, as are personal gifts such as perfume. Also, you don’t want to give striped ties in case the colors are those of the recipient’s rival school or regiment.

German business people appreciate household gifts, particularly if they are hosting you in their homes. If you’re presenting flowers, it is customary to unwrap the bouquet first. Avoid red roses, which signal romantic interest.

Like the Germans, French business people appreciate a household gift. But stay away from giving wines, since the French are known for their fine wines. Similarly, perfume doesn’t make an ideal gift for a French business associate.

Picking Out Presents

Good rules of thumb for corporate gift-giving are to give the best quality you can afford, and to buy a gift in the United States. Don’t save room in your baggage by figuring you’ll pick up a gift at your destination. International business colleagues appreciate things that are either representative of the United States, or not readily available in their own countries.

Also, remember that half the art of gift-giving is in the presentation. In many countries, particularly in Asia, presentation is an art form in itself, so wrap with care.

In general, some suggestions of good gifts include items made from crystal, silver or leather (except in Arab countries). Desk accessories, especially desk diaries, paperweights, pens and clocks (except in China) go over well.

Whimsical ideas can be memorable too. A spaghetti company once commissioned Tiffany to replicate its pasta shapes in silver and gold for use as key rings, tuxedo studs and other types of jewelry. Another company did something similar with silver fortune cookies.

And when giving a gift, there is at least one international currency: It’s still the thought that counts.

Business Travel Notes * American Airlines will add a business class and upgrade its first-class section on nonstop flights between Los Angeles and Miami beginning Dec. 18. Business class fare is $1,100 one way.

* Airport Valet, a parking service at LAX, is offering a weekly discount rate of $59. Its usual daily rate is $16.50. To use the service, you pick up a valet at 9101 Sepulveda Blvd., then drive to your airline’s departure curb. Starting Monday, it will move to 6141 Century Blvd., near the airport entrance. The car is delivered to the curb when you return. For more information, call (800) 32-VALET.