When in Rome or Rio or Riyadh..Cultural Q&As for Successful Business Behavior Around the World

Food can be a challenge for everyone when traveling abroad. It may be a positive challenge: How can I find room for another one of those delicious squid sandwiches/strawberry bonbons/sheeps eyes? Or it may be a negative one: How can I possibly stomach that disgusting cheese souffl / goat curry/chocolate cake?

In short, one man s meat is another man s poison . There are all kinds of reasons why people find a food distasteful. There are religious taboos, of course, that can never be ignored, as McDonald s found to its chagrin when it fried French fries in beef fat without revealing this fact to its Hindu and vegetarian customers. Generally , though, international food chains are forced to take local tastes and religious prohibitions into account, so in India your hamburger is likely to be made of mutton instead of beef, and in France you can order a glass of wine with your Big Mac. There are also ethical questions that can affect food habits. Many younger people in North America and Europe who are concerned about animal welfare are becoming vegetarians, and foods like veal and foie gras provoke strong reactions because they are perceived as causing animals unnecessary suffering.

However, the main reason we are dubious about sampling food when we are traveling abroad is simply that it is new to us.

Local people have a tendency to present their foreign visitors with local delicacies to sample (usually from the best of motives), so you may be faced with an unfamiliar food whose taste or texture you find odd or unpleasant. Many Asians, for example, think that cheese, especially the strong smelling kind, is strange tasting stuff, whereas many Europeans wonder how Indians and Thais can manage to eat such fiery dishes. The British are amazed that Swedes can eat meatballs with jam rather than ketchup , while Belgians can t understand how the British can put vinegar instead of mayonnaise on their French fries. In short, the world is full of foods that people from other cultures find bizarre.

What I find most exotic is where the culinary traditions and tastes of one culture get transposed onto another. In England, the local fish and chip restaurant (a staple dish for the last century ”cod in batter with chips, otherwise known as French fries in the U.S.) near my parents home now offers egg rolls and chips. The egg roll is a vaguely Chinese-ish concoction of bean sprouts wrapped in a crispy coating. I ve heard you can buy pizza topped with squid or seaweed in Japan, while the specialty of the corner pizzeria here in Sweden is Pizza Indienne , which combines the more traditional tomato and onion base with a topping of curried chicken and banana . I haven t tried it yet ”I don t think my palate could stand the excitement.

If you simply can t avoid tasting a local delicacy that doesn t appeal to you, the recommended course of action is to cut it up small and swallow it quickly (and make sure you don t ask what it is!). However, if you really can t stomach something you ve been offered you can always blame a food allergy: Sorry, I m allergic to squid/dog/ buttermilk/Coca-Cola. This is one of those situations when a white lie is better than the truth.

LETTERS 48 “49

The links between specific foods and certain religious traditions

are strong ones. While some foods are associated with celebrations, others are forbidden to groups of believers .

Acceptable to all? Letter 48

FROM ARGENTINA REGARDING GLOBAL EATING HABITS

We re organizing a large conference here with participants from around the world and of every possible religion. I don t want to offer food that some of the participants can t eat for religious reasons, and I was wondering if you could recommend some foods that everyone can eat without problems.

As you probably know, pork is forbidden to Jews and Muslims, and many Hindus find it distasteful too, so don t expect many orders for bacon and eggs at breakfast . For Hindus, the cow is sacred, so they are not allowed to eat beef or veal. From the point of views of religious prohibitions, chicken is fine with most people ”even if chicken feet, which are a delicacy in China, are not equally prized elsewhere. Lamb is also acceptable to meat-eaters of all faiths. However, the more religious followers of Judaism and Islam only eat meat from animals slaughtered in a special way; this meat is called kosher and halal meat, respectively. Jews who keep kosher will not eat dishes that contain both meat and milk, so they won t eat lamb and beef served in a creamy or cheesy sauce. And similarly for many Jews, a meat dish followed by ice cream would be a forbidden combination. In addition, Jews who keep kosher use separate dishes for meat and dairy , so disposable paper or plastic plates would be a good option.

Fish (but not shark or the kind of shellfish that has claws) is acceptable to the people of most faiths, but remember that eating fish dishes that contain bones requires considerable skill with the knife and fork and your visitors may be used only to chopsticks. Finally, as many people of all nationalities are vegetarian for religious, moral, or health reasons, it is a good idea to check that there is an option for them at every meal. The golden rule, especially if your visitor can t read the menu, is to explain what ingredients are included in a dish so he or she can make an informed choice. If this is a large conference and you expect a lot of people, you may consider having the menu translated into a number of key languages and having them available for those who are interested.

Forecasting fasting Letter 49

FROM RUSSIA ABOUT INDONESIA

The last time my colleague was in Indonesia, he arrived in the middle of a Muslim fast, which caused some problems. I don t want to do the same. Can you tell me when it is?

Indonesia is a predominantly Muslim nation, although there are substantial numbers of Hindus, Christians, and Buddhists too. The fast you refer to takes place in the Muslim month of Ramadan and as the Islamic calendar is lunar -based, and the start of Ramadan is marked by the first visible appearance of the crescent moon, an event that is very difficult to predict exactly. However, as a general rule, the date for the start of Ramadan moves ten or eleven days forward every year in the international calendar, so you should check on the Internet or call the Indonesian embassy before you go.

During Ramadan, most believers fast from dawn to dusk (exceptions are made for children and the sick, among others). If you re doing business in the afternoon with people who haven t eaten since sunrise , don t expect them to be at their best. Also, make sure that when you eat lunch , or even nibble on a mid-morning snack , you don t do so in front of people who have empty stomachs. That would be bad manners, to say the least.

It s also probably a good idea to avoid doing business on the last days of Ramadan, when the final preparations are being made for the big feast that marks its end.

LETTERS 50 “51

People may avoid eating certain foods for a number of reasons, and not only religious ones.

One man s meat Letter 50

FROM TURKEY ABOUT GERMANY

We ve had a lot of visitors from Germany at our office over the last few years , and my colleagues and I have noticed that when we ve been out to restaurants not one of them has ever chosen our national dish, lamb.

Lamb isn t a popular meat in Germany as, for reasons best known to themselves , many Germans and Swedes believe that mutton tastes like socks. This probably accounts for the avoidance of lamb you noticed in your German guests. I m glad that you had the tact not to force your guests to sample something they really didn t like, even if you find (as I do) their distaste very odd.

Every country finds some of its neighbors culinary preferences inexplicable. In France, horsemeat is widely eaten, while many people in other cultures find it distasteful. And while most Australians wouldn t dream of eating horse, they consider kangaroo fine. Dog in some parts of China and in South Korea, snake in China, and grasshoppers in South Africa are all delicacies in their own countries , but most foreigners would hesitate to try them.

But the fact remains that refusing food or drink (unless for religious or moral reasons) can be regarded as rude. An answer like, I m sorry, I don t like tea/coffee is not an acceptable answer in a business situation when you are offered a cup of either, even if you never touch the stuff at home. And the same goes for food. If urged, and especially if it s a national specialty, always accept a taste of everything, and do your best to swallow as much as possible. To do so not only shows a degree of determination that most business partners will appreciate, but it also displays an openness to your host s culture.

Sweet temptation Letter 51

FROM THE U.K. ABOUT JAPAN

When we have groups of Japanese here at our hotel we try very hard to introduce them to English specialties, and generally we have had great success, especially with our fish and beef dishes. The exception is our puddings. The British are famous for their hot desserts, usually served with cream or custard, and our chef provides a wonderful selection. However, our Japanese guests won t touch them.

Japan is hardly the dessert capital of the world. The Japanese, like the South Koreans and Thais, aren t too keen on sugary or creamy puddings (and indeed the only egg custard dish the Japanese eat contains fish and vegetables), although tastes are slowly beginning to change. Ask your chef to provide a selection of fresh fruit, both home grown and from farther afield, for dessert. He can also offer small cookies or cakes to accompany coffee or tea. I m afraid, though, you ll have to ask him to keep jam rolypoly, spotted dick, and bread-and-butter pudding for home consumption.

IN A NUTSHELL: Food

GLOBAL BUSINESS STANDARD

A vegetarian dish should be available on all occasions when you invite guests to eat.

GLOBAL WARNINGS

Many of your fellow beings find the following foods distasteful, so don t force them down your guests throats, however delicious you find them yourself: horse, dog, snake, frogs, insects , and dairy products.

Foods forbidden to followers of some religions include: Islam: Non-halal meat, pig meat, and shellfish that have claws.

 

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