Cultural awareness is taken for granted these days. In Singapore, our society is largely influenced by Western media with similar dressing and infrastructure. Still there are differences in values in Singapore which forms our unique culture. Culture is a major topic but this article attempt to distill and present a easy to digest form for the busy business executive.
Culture is the invisible bond which ties people together and forms the basis for their attitudes and pattern of behaviour. For businesses, an important point to note is that culture affects perception and perception is reality for most people. Our perception of whether something is good or bad, easy or difficult, depends on our attitude and structure of thinking.
Such perceptions are especially important to industries that are built on trust such as banking and financial services. There is nothing more intimate as far as finances are concerned. For clients to entrust you with significant amount of money, they will have to share aspects of their life which they don’t share even with their family members.
Recent Context Highlights The Extra Need For Cultural Awareness
This is in the context of weakening employment growth in Singapore in recent years which led to a decline in foreign workers for the first time in 6 years.
Source: Singapore's Ministry of Manpower
According to a recent BBC report in December 2014, the lack of good jobs and overcrowding had led to a rise in anti-foreigner sentiments. For instance, a planned Filipino National Day celebration on Singapore’s Orchard Road was cancelled because it was deemed provocative. That said, Singapore is still open to foreigners and this highlights the extra care needed towards cultural awareness.
Cultural Sensitivities In Singapore
In Singapore, punctuality is important for both social and corporate occasion. If you expect to be late, do call in advance to inform your host. Singapore is known for its efficient business style which are influenced by the large government linked corporations. If you have agreed to deliver work by a certain date, then you are expected to deliver them on time and with high quality.
A western style of management is the prevalent style of management in Singapore. This means that
you can be direct and get straight to the point with Singaporeans, especially when money is concerned. Singaporeans are used to the fast-paced lifestyle and can make decisions rapidly.
That said, personal relationships are an important prerequisite for any corporate relationship. Singaporeans need to feel comfortable and understood around you before they can proceed with any significant dealings with you. So take the time to understand them better before you attempt to start any business with them.
Entertain To Build Relationships
There are many different forms of entertainment for you to build trust with your Singaporean clients from dining to golf to sports and other social activities. The most common form of entertainment would be dinner where you are expected to spend two to three hours in leisurely talks as you consume your meals. You can point out your dietary preference but allow the client to choose from the menu for the shared food items.
Don’t be surprised when Malay and Indian Singaporeans are seen eating with their hands as it is their cultural habit. The Chinese use chopsticks and spoons but western utensils are also accepted in most cases for all three major races in Singapore. In terms of food, there are a variety of different choices in Singapore due to its cosmopolitan influence. As such, you can suggest any cuisine that fits your palette and explore different types of cuisine here.
The basic point of any form of entertainment is to know your local clients as a person and have an in-depth understanding of their personality and preferences. On the other hand, they are also trying to find out about your values and see if there is fit between the two of you. Don’t talk about business until you are asked about it during the entertainment stage. If you are asked about it, it is normally a good sign.
Singlish
Singlish came about from the mixing of languages of the major races with the standard English and it has evolved over 180 years since the arrival of the British in 1819. This is the local slang which combines with Cantonese, Hokkien, Mandarin (of the Chinese race), Indian and Malay languages.
For instance, ‘ACBC’ or ‘Act Cute Buay Cute’ is the combination of English and Hokkien to describe someone who failed in his or her exaggerated attempt to pretend to be likable and is seen as annoying instead. If you are asked to ‘double confirm’, it means that the issue at hand is serious and you are expected to check before replying. You can reply ‘confirm plus chop’ if you are highly confidently of your answer. The Singlish list is long and you can refer to the Wikipedia list for it.
Officially, the Singapore Government discouraged Singlish and promoted proper English with the Speak Good English campaign so that Singaporeans can be understood well overseas. Unofficially, it is used in daily conversation among Singaporeans. Outside of Singapore, the Oxford English Dictionary had added 19 Singlish terms to its record. For instance, ‘Shiok’ is used to express appreciation; ‘Ang Moh’ is the acceptable term to refer to Caucasian; and ‘HDB’ for public housing estate.
Making a Positive Impression
Horror stories of culture shock are carried far and wide through the media or word of mouth. Successful interactions rarely go the distance because the successful person wants to keep a low profile for his own competitive advantage and also remain humble.
Therefore, cultural awareness is rarely known to foreigners who stay outside of Singapore. Hopefully, this article shed light into this topic. You don’t have to know or follow every rule. Sometimes, your instinct would serve you well after you have a basic understanding of the culture and the person which you are dealing with.
Remember, the point of this cultural awareness is to leave behind a positive impression with the person that you are dealing with. This opens the door towards more business opportunities in the future if he feels that he can trust you. Perception is reality.
If you are considering expanding your business into the Singaporean market and this article has raised some questions about new market entry best practice, register for a consultation where we can help assess your readiness and any strategic gaps that need to be addressed for success.
...or to read more on the Singapore cultural-business experience, click HERE.
