Your Japanese partner says “difficult” and you keep negotiating. Your Chinese partner nods and means the opposite. A contract is signed, and three weeks later it is being renegotiated.
That is not coincidence. That is cultural logic. And those who understand it read situations differently: not just in hindsight, but in the moment.
Etiquette is a starting point, but not the goal. Our intercultural training programmes give you the understanding to decode Asian business situations in real time and act with confidence. For individuals, teams, and organisations. As a live webinar or in-house training.
Our three training lines address different starting points. Communicating Successfully works directly with situations you already know, giving you the understanding to decode them in real time. Business Culture Asia takes a step back: six modules explaining why China and Japan work the way they do, from cultural codes to current generational shifts. Cultural Values Asia goes deeper and further: the deep structure of each country, Germany as a reference frame, with bridge modules for those whose experience from one Asian market becomes a trap in the next.
Why does the meeting go well but the order never comes? Why does your partner say yes and mean no? Concrete answers to situations you already know — and an understanding that prepares you for all future ones.
China · Japan
Six modules explaining why Asia works the way it does, from trust and hierarchy to decision-making and communication patterns. Grounded in research, but above all illustrated through real business situations.
China · Japan
Japan, China, and Korea may look similar at first glance, but in practice they are fundamentally different. This training shows the cultural logic of each country in a German-Asian contrast — particularly valuable when experience from one country becomes a trap in another.
China · Japan · Korea
You understand what is really being communicated in meetings, negotiations, and conversations, even when it is left unsaid.
You know how trust works in China, Japan, and Korea respectively, and how to develop it in a targeted and lasting way.
You are aware of the most common mistakes when moving between Asian markets, and you navigate them consciously.
You have strategies for concrete situations, not just theoretical knowledge that is not accessible in the moment.
You can explain cultural differences within your own organisation, justify decisions, and prepare your team.
The understanding you take away applies to every new situation, not just the examples covered in the training.
| Executives with Asia Responsibility | Those making decisions that require cultural sensitivity: negotiation strategies, personnel decisions, organisational design. And those who want to understand what truly drives their partners’ behaviour. |
| Sales & Key Account Management | Building and maintaining client relationships in Asia, and understanding why relationship logic works differently in China, Japan, and Korea. |
| Project Teams with Asian Partners | Those working daily in meetings, calls, and negotiations with Japanese, Chinese, or Korean colleagues, who want to finally understand what is really being communicated. |
| Marketing Professionals | Those developing campaigns and messaging for Asian markets who want to build a deep sense of cultural resonance. |
| Expats and Assignees | Before, during, or after an international posting. For those who want not just to navigate a new cultural world, but to truly discover it. |
Up to 50 participants. The compact entry point, location-independent via your preferred video conferencing platform, with live Q&A and concrete examples from practice.
Up to 20 participants. For those who want to go deeper: interactive, with scenario work drawn from your own business environment.
Up to 16 participants. The complete deep dive with pre-assignment, extended scenario work, and strategy development for teams with regional Asia responsibility.
B2B Communication
We understand business communication, not just cultural theory
Direct access to specialists, personal project support
Intercultural training builds the competence to read and navigate cultural logic in professional contexts. For Asia specifically, this means understanding how trust is built, how decisions are made, and how communication actually works in China, Japan, and Korea: not just knowing the rules, but being able to apply them in real situations.
Cultural awareness training typically focuses on knowledge: facts, customs, dos and don’ts. Intercultural communication training goes further: it develops the ability to read and respond to communication patterns in real time. Our programmes are designed around this practical dimension, not just cultural background knowledge.
Our trainings are grounded in real business situations drawn from sales, project management, marketing, and executive leadership. The cultural logic we cover is sector-independent, but scenario work in workshops and intensive formats can be tailored to your industry context.
Cultural intelligence (CQ) is a research-based framework measuring the ability to function effectively across cultures. Our training programmes incorporate this thinking, but go beyond assessment: the goal is practical capability, not a score. You leave with strategies you can use immediately.
Yes. All formats, including live webinars, workshops, and intensive programmes, are available in both German and English. This makes them suitable for international teams and European organisations with multilingual workforces.
The terms are often used interchangeably. In practice, cross-cultural training tends to focus on comparing two specific cultures, while intercultural training addresses the broader competence to navigate across cultural contexts. Our programmes combine both: country-specific depth for China, Japan, and Korea, plus the transferable skills that cross cultural communication training develops — the ability to read unfamiliar situations, not just familiar ones.
The Readiness Audit shows where your organisation currently stands in intercultural communication with Asia, and where the greatest development needs lie. A useful foundation before any training.
Asia Communication Readiness Audit
Intercultural competence is the first step — the second is ensuring your content actually lands in the target market. Our translation and localisation services make sure that messages, materials, and campaigns work culturally, not just linguistically.
Translation & Localisation
Rethinking brand messages for Asian markets — grounded in the same cultural understanding our trainings convey. For teams who want to approach communication and localisation as one.
Transcreation
Talk to us. We will recommend the right format and package for your team.