OPINION: Ignorance of Thai Etiquette Can Jeopardise Business Relationships.

Byline: Kriengsak Niratpattanasai

Aug. 3--Thais rely on relationships more than Westerners do when it comes to doing business. As a result, Westerners need to be aware of behaviour that can threaten a relationship. The basics are covered in every rudimentary introduction to the country, but foreigners sometimes forget and might inadvertently give offence.

Improper use of the foot is an example. One unfortunate case we know of involved a foreign technical expert who worked alongside numerous Thai technicians and engineers at a local manufacturer. One day when he was walking in the plant and carrying a lot of equipment, one of his tools dropped to the floor. He used his foot as a pointer to indicate to a technician to pick up the tool for him as a favour. The technician was very angry at this show of mai hai kiat, and approached the foreigner with his fists up in a muay Thai stance. Fortunately, another Thai colleague intervened before a fight began.

Putting one's feet on the table while is equally offensive. We recall the case of a foreign executive who put his foot on the table in the middle of a serious meeting with a Thai colleague. He was trying to appear relaxed and tone down the atmosphere of the meeting. The effect was the opposite: the Thai executive walked out and the two have never spoken to each other since.

In another case, a foreign consultant attempting to illustrate his point about value chains hoisted his leg onto the table and pointed his finger at his shoe, explaining the shoe's value chain system. The 15 senior Thai executives at the meeting were shocked, and one of them later asked the offender to apologise to the group.

Just as feet are considered the lowest part of the body and unclean, the head is the most sacred and highest part of the body. We do not touch the head of another person, particularly one more senior by age or position. To be on the safe side, avoiding touching the upper part of the body.

Similar prohibitions surround touching someone of the opposite gender. A Western retailing executive assigned for a month of training in a Bangkok store was an outgoing, ...