After a difficult 20th century marked by colonization and civil war, Vietnam has begun making a case for itself as the latest Asian "tiger." Since 2000, Vietnam has consistently had one of the highest rates of economic growth in the world, and in 2007, it was welcomed into the World Trade Organization. This fertile economic environment provides many trade opportunities for western companies.
Vietnamese and Canadian cultures are significantly different, however, and interactions between the two countries afford many opportunities for misunderstanding.
The Vietnamese place great importance on personal relationships in business. During initial business meetings, the Vietnamese will tend to concentrate on getting to know their potential business partners by asking questions about their background, education, aspirations and other personal topics. Though this may seem intrusive from a Canadian point of view, it is important for the Vietnamese to know the people with whom they are dealing. This is a necessary step in building any business relationship.
Business cards – preferably with one side printed in Vietnamese – are exchanged at all first meetings. Be sure to present your business card to the most senior Vietnamese official first. While the senior official may have no involvement in the proposed transaction it is seen as polite to have them involved in the initial meeting.
It is also expected that gifts will be presented during the first meeting with the Vietnamese. There should be enough gifts for all participants in the meeting.
The most senior official should be presented with their gift first, and the gifts for senior officials should be more extravagant than for those of a more junior rank.
Gifts should always be wrapped, though the colours black and white should generally be avoided because they are considered unlucky and denote death. It may also be appropriate to give a second gift near the end of a business trip.
Don't single out individuals
Vietnamese place great importance on an individual's public image; care must be taken not to cause someone to lose face. For example, the Vietnamese place a greater emphasis on the larger collective rather than on the individual, so it is best not to single out an individual either to give praise or criticism because such attention could lead to embarrassment and a loss of face.
It is equally important to try not to lose face yourself by showing emotion or evidence of impatience in social or business situations.
In Vietnam, it is common for the host of a business trip to arrange for a dinner near the beginning of a visit. Usually, the guest will reciprocate the dinner later in the trip. During the dinner, a number of dishes will be served, and it is considered rude not to sample each one.
As mentioned earlier, personal relationships are important in the business context in Vietnam. It is appropriate at dinner to share details about your own background, hobbies and family. Jokes may not translate well into the Vietnamese culture so are best avoided, as are any discussion of sex, politics, the Vietnam War or religion.
At the end of the dinner, be sure to shake hands with all Vietnamese participants and to thank your host.
Title and rank are very important in Vietnam. In both written correspondence and meetings, one should address a Vietnamese person using their title and first name, or simply their title.
Despite the importance of personal relationships in business, the Vietnamese treat each other more formally than in Canada and tend to stay slightly further away from each other when conversing.
It is never appropriate to touch another person on the back, shoulders or head in social situations. •
