Apologies From Around the World

How to apologize in international business

When you’re working with partners abroad, it’s important to understand their culture and act accordingly. This is especially true when you may have unintentionally offended someone, and apologizing in the appropriate way could mean the difference between a successful deal and going home empty-handed.

Here’s how to apologize in 13 countries where international business deals are commonplace.

United States

In the U.S., apologies often come by way of assuming guilt. If you have done something wrong, you should apologize by expressing remorse and admitting responsibility. Although apologies are best delivered in person, Americans’ widespread use of technology is making digital apologies more commonplace.

The first step of acknowledging your mistake and expressing remorse often requires a simple “I’m sorry” or “I apologize.” These words need to be authentic and are best received when they are followed by listing the specific action you are sorry for. In the second step of admitting responsibility, empathize with how the other person felt about your actions. 

By admitting fault, you can restore trust and goodwill from the person you hurt. After apologizing, it is important you correct the behavior to avoid making the same mistake. Don’t offer excuses, and don’t expect instant forgiveness.

Argentina

In Argentina, the best way to apologize in business is by inviting the other person to a one-on-one work lunch. Cristian Rennella, CEO and co-founder of elMejorTrato, said this in-person encounter is the best way to show your remorse and open up a relaxed dialogue to resolve the inconvenience.

“The worst way to do it is in writing (chat, email, letter, etc.),” he said. “It is seen as impersonal, [with a] lack of affection and reciprocity, [and] should be avoided.”

Brazil

In Brazil, the best way to apologize is by giving a small gift accompanied by a note of apology. Rennella said this gift must be related to the tastes and preferences of the other person. This shows you were thinking about them and that you care.

“The worst way is to do it publicly with the rest of the team present or in a meeting,” Rennella said. “Always seek to avoid these situations when there are other people around.”

Canada

In Canada, a country notorious for over-apologizing, the term “I’m sorry” does not assume guilt, so much so that the country created the Apology Act to protect individuals from legal suits. The phrase is commonly used when minor transgressions occur. It is typically the individual not at fault who apologizes. This is done as a way to imply that they don’t take offense to the slight that occurred.

To deliver a proper apology in Canada, it is important to be sincere in acknowledging your wrongdoing and to ask for forgiveness. Be prepared to apologize multiple times and explain how you will change your behavior. Don’t view an apology as a win-or-lose situation; it simply means that the relationship is worth more than your ego.

China

Depending on the type of apology you want to convey, there are multiple ways to say sorry in China. The phrase “yi han” is used to express regret or pity. An example is if you have to turn down an invitation or deliver bad news.

“Bu hao yi si” is used to apologize for an embarrassing situation or something that isn’t your fault. This phrase may be used if you show up late or interrupt someone.

Finally, “dui bu qi” or “bao qian” are used when you want to accept blame. This apology can be used for both big and small mistakes. It is important to know the distinction between the different terms and when to use each. 

France

If you do not speak French, you will often be expected to first apologize for your lack of fluency before engaging in further conversation. This can be done with a simple “excusez moi,” “pardonnez moi” or “desole.”

Sophie Vignoles, team lead for French and Scandinavian languages at Babbel, said an apology is best conveyed with little formality. Be straight and to the point, without delving too much into detailed excuses.

“One-word apologies are sufficient,” Vignoles added. “Saying sorry for something that doesn’t really require an apology, like interrupting someone, will signal a lack of sincerity.”

For more serious apologies, Yaniv Masjedi, chief marketing officer at Nextiva, suggested providing a peace offering, such as a bottle of wine or a decent cheese. If the recipient invites you to enjoy these items with them, you should always accept, as this is your opportunity to smooth things over.

Japan

Apologizing is seen as a virtue in Japan and is often coupled with a bow. The more sorry you feel, the deeper you bow. When apologizing to a senior colleague or new acquaintance, you can say “moushiwake arimasen,” or “sumimasen.” The latter is more common and can also be used to show gratitude.

If you are apologizing to a close friend or family member, you can use the phrase “gomennasai,” commonly shortened to “gomen ne” or “gomen.” However, this is a casual phrase and can come across as childish, so it should never be used in a professional setting.

Mexico

In Mexico, pairing the phrase “lo siento,” “disculpame,” or “perdon” with a courteous “senor” or “senora,” can go a long way. While there are many people proud of their pre-Columbian roots, there are an equal number who believe Mexico to be an established world player on its own. Because of this, Masjedi said it is important to avoid insulting Mexican indigenous customs or Spanish heritage when you apologize.

If you accidentally transgress on this front, acknowledge your ignorance of Mexican culture and history, then ask for advice on how to correct the situation.

Russia

In Russia, there are several ways to apologize, and it is important to know which apology is most appropriate in the given context. Vignoles said the correct apology to use in a working environment depends on whom you are apologizing.

“If it is a senior colleague or a new business acquaintance, you would use ‘izvinite,’ which means ‘excuse me,’ while if [you were] speaking to a close colleague, you can get away with the less formal ‘prosti,’ which simply means ‘sorry’ or ‘forgive me.’”

Vignoles added that Russians may be upset if you don’t put your phone on silent in a meeting. If your phone does ring or audibly vibrate, apologize as quickly as possible.

Sweden

In Sweden, punctuality is key, so arriving late to a business meeting is likely the most common situation in which you’ll find yourself needing to offer an apology. According to Vignoles, Swedes are very direct and appreciate honesty, so the worst thing you can do is lie or come up with a lengthy excuse.

“It is best to give a truthful reason for what caused your delay, apologize by saying ‘jag ber om ursakt,’ and then get straight to business,” Vignoles said.

United Kingdom

In the U.K., you can never apologize enough. Vignoles said that members of a working environment may be expected to apologize for walking past a colleague in the office or making a point in a meeting. You may even be expected to apologize to somebody you are about to reprimand.

“The simple rule to remember is that the British take apologizing very seriously,” Vignoles said. “If in doubt, always apologize! If you don’t, you will immediately be ‘tutted,’ which is a separate issue altogether.”

Germany

The way you apologize in Germany depends on the severity of your offense. A simple, quick apology is typically fine for something that wouldn’t merit a big scene in the U.S. For bigger mistakes, you should state exactly what you did wrong and how you’ll avoid doing it again. Germans are known for their honesty and directness, so you should be forthcoming in your apology.

For formal or workplace apologies, you’ll need to use the word “Sie” for “you.” This word is the formal way to say “you” in German. The casual term, “du,” may come off as rude in an apology.

South Korea

As in Japan, bowing is central to South Korean apologizing customs. A standard apology merits a bow at a 45-degree angle from the waist. For more severe infractions, you should bow down farther and stay down longer. That said, don’t imitate the kneeled-down showboating associated with Korean political scandals and TV shows. If you’re apologizing to younger colleagues, a simple head tilt and a solemn tone can replace a bow.

When should you apologize in a business setting?

Though the answer to this question will vary by country, you should follow some consistent rules. Over-apologizing may be perceived as rude or weak depending on the local culture, so make sure you understand when an apology is warranted and when it is not. 

• Save apologies for significant errors or offenses: There’s no need to give more than an “I’m sorry” for small inconveniences, like delivering a useful resource slightly behind schedule. Reserve your more significant apologies for bigger infractions, like missing hard deadlines or causing a client undue anxiety or anger.
• Accept constructive criticism without an apology: If a colleague’s constructive criticism makes you feel as though you did something wrong, you can acknowledge it without an apology. Instead, say something like, “You’re right. I’ll do this next time. Thanks for your help.”
• Avoid apologizing when you haven’t erred: You never have to apologize for a mistake you didn’t make. If someone seeks an apology for something your teammate did, you can tell the apology-seeker that you’re checking in with the person in question. Don’t name the person — just show the apology-seeker that you’re looking into it. If that person never apologizes, you don’t need to do it for them. 

The importance of culturally appropriate apologies in business

Studies have found that, across countries, company culture matters more than salary. In other words, no matter where your business connections are based or how much money crosses hands, you need to know how to apologize properly to maintain a positive culture. 

Masjedi said cultural sensitivity is critical for businesses.

“Whether your internal team spans multiple continents, [or you] want to ensure that your team treats your international customer base properly, it’s important to be aware of how to properly relate [to one another] within each culture,” Masjedi said. [Related: How to Lead a Multicultural or International Team]

Reading social cues is not only important before an apology, but afterward as well. Pay attention to body language and cultural differences to see whether the other party has been positively or negatively impacted by your apology. This attention to detail allows you to see if your apology was successful, or if you need to make another attempt at restoring a positive interaction.

Cultural knowledge is key to international business success

International business has its difficulties, and learning the customs of another culture takes time. However, educating yourself and your team about the customs of other cultures goes a long way in sustaining successful business relationships abroad. If your business is engaged in an international deal, learning how to apologize appropriately — and the other cultural norms expected in the countries in which you operate — could be the reason you succeed.

Max Freedman contributed to this article. Source interviews were conducted for a previous version of this article.