With the holiday season upon us, many of us are thinking about gifts. Whether it’s for Christmas, Hanukkah, or another seasonal celebration, giving presents is a tradition that’s cherished around the world. But while most of us enjoy receiving gifts, picking the right one can be tricky – especially if your recipient comes from a different cultural background. To avoid gift-giving mishaps, we’ve put together Oban’s ‘what not to buy’ guide.
A word of caution: these are traditional taboos, but like all customs, they can evolve over time. Traditions may vary even within a single country, and attitudes often differ across generations. When in doubt, consult a Local In-Market Expert to ensure your gesture is well-received.
In China, gifting a clock is linked with a sombre message about time running out – ‘sending off’ someone to their end. Similarly, handkerchiefs are associated with tears and goodbyes, so they’re best avoided. Items in sets of four are also seen as unlucky, as the number four sounds like the word for ‘death’ in many Chinese dialects. While some younger or urban recipients may not be as strict about these customs, it’s generally safer to avoid these items. For a warm, cheerful gift, stick to pairs or other lucky numbers.
In Japan, white flowers – especially chrysanthemums – are typically used at funerals, making them an awkward choice for holiday gifting. As in China, handkerchiefs can also be risky, as they’re associated with saying goodbye. These customs remain strong in Japan, especially with older generations, so it’s generally best to choose other symbolic-free items. For a gift that keeps things on a positive note, choose something a little less symbolic.
In Germany, traditionally an empty wallet was thought to bring financial misfortune to the recipient. To symbolise future wealth, a small coin or note was often included inside. If you’re giving a wallet this year, remember: adding a little something inside can make all the difference.
In South Korea, writing someone’s name in red ink is traditionally associated with death. For holiday cards or tags, stick to black or blue ink. This custom is still recognised and respected, so it’s safer to steer clear of red ink for names.
Traditionally in India, gifting shoes can be interpreted as a signal that the recipient will ‘walk away’ from the relationship. This is especially relevant for close relationships, and many people, particularly in rural areas, may still follow this belief. For younger or more urban recipients, this may be less of a concern, but it’s generally wise to avoid shoes as a gift. If you’re choosing a personal gift, pick something that’s free from symbolic baggage.
Yellow flowers in Russia, especially yellow roses, have been associated with infidelity and breakups. While flowers make a lovely holiday gift, it’s best to choose colours other than yellow to avoid any unintended meanings. Though this association may be less strong among younger generations, it’s usually safer to opt for colourful mixed bouquets instead.
• Know the local customs: In a business context, some countries view gift-giving as a valued custom, while others may find it inappropriate or even insulting. Local experts can guide you.
• Check company policies: In countries like Singapore and the US, company policies may restrict giving or receiving gifts to avoid any perception of bribery. Some countries, like Denmark, require gifts over a certain value to be reported for tax purposes.
• Timing matters: Find out the best time to give your gift – whether it’s during a meeting or in a more relaxed, social setting.
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And there you have it – a list of gifts to steer clear of this season. When it comes to cultural sensitivity, small details can make a big difference. At Oban, we understand the importance of subtleties within international marketing. If you’re planning a global marketing campaign in 2025 (or simply want to avoid cultural missteps),
feel free to get in touch.
Further reading:
Oban International is the digital marketing agency specialising in international expansion.
Our LIME (Local In-Market Expert) Network provides up to date cultural input and insights from over 80 markets around the world, helping clients realise the best marketing opportunities and avoid the costliest mistakes.
