It is about cultural sensitivity, because East Asian cultures, such as Japan, China, South Korea and others, often have very different business practices and social norms compared to the West. Building relationships and trust before business transactions is often very important, indirect communication is common while avoiding direct confrontation, the focus on group harmony in some cultures means that decisions are made collectively, which requires an adaptation of the negotiation strategy and it is usually also important to build long-term business relationships, avoid conflicts and be sensitive to the needs and expectations of the other party.

It is therefore important to remember that successful negotiations often depend more on the ability to interact effectively and respectfully with people from different cultures than on the use of specific negotiation tactics.