Category Archives: CHINESE WISDOM

The Frog in the Well – Bridging The Cultural Gap

Editor’s Note (2026): This article was originally written in 2014. While some examples reflect the context of that time, the core idea around perspective and cultural misunderstanding remains highly relevant.

The Chinese idiom titled “the frog at the bottom of the well” tells the story of a small frog that lived deep underground in an old well. The frog had been born in the well and lived its entire life there.

All the frog knew of the outside world was the faint light far above it, which it mistakenly took to be the sun. One day, a bird flew down into the well and came across the frog. The bird said to the frog, “Come up to the outside world where it is bright and warm.” Upon hearing this, the frog laughed at the bird, thinking that the well was in fact the entire world.

This Idiom in Chinese: 井底之蛙, Jǐng Dǐ Zhī Wā

The moral of this story warns against discounting things that lie outside one’s own experience. This is important to consider with regard to the misunderstandings that can arise between China and Western countries, many stemming from significant cultural and social differences.

Many Westerners, especially those who have never traveled to or lived in China, may hold a negative view of the country with regard to Chinese behavior, social attitudes, and business practices.

In the following article, the author will discuss several current points of contention between China and Western countries and present the argument that, while it may be simple to dismiss the Chinese point of view, it is not necessarily advisable to do so.

Differing Standards for Communication

One of the more noteworthy differences between China and the West is with regard to communication styles. Westerners who need to speak and interact with Chinese natives sometimes find their vague and indirect communication confusing, while others go so far as to deride the Chinese as dishonest or disingenuous.

While I agree that Chinese communication styles can be confusing, it is unfair to broadly label Chinese communication styles as purposefully deceitful.

The methods by which the Chinese communicate are deeply rooted in their history and culture. While it may not be easy for Westerners to accept these communication styles, it is important to remember that the Chinese, after all, understand each other perfectly.

I personally feel that the Chinese should not be called on to change the way they speak simply for the convenience of Westerners. Many Chinese have already made an effort to learn some English and Western communication styles. Perhaps Westerners have a responsibility in this increasingly globalized world to respond in kind.

Contrasting Social Attitudes and Behaviors

Chinese society is much more conservative than that of Western countries, and retains many traditional attitudes and behaviors. While these may be an important part of Chinese society and culture, Westerners may disagree with them or find them difficult to understand.

Chinese society possesses strong collective elements, a holdover from both the Imperial and Communist Eras. Oftentimes, the rights and freedoms of individuals are sacrificed for what may be deemed to be the greater good. Chinese society also places a lot of importance on hierarchy and proper etiquette.

For example, children are expected to respect and defer to the wishes of their elders with regard to education, careers, marriage, and family life. At work, employees may be forced to keep their opinions to themselves and carry out a daily ritual of currying favor with superiors.

In general, people may be forced to tiptoe around sensitive issues to avoid risking important professional relationships. From a Western point of view, these behavioral concepts sound strange and run contrary to views on independence and freedom of expression.

Many Westerners might consider such behavior wrong or immoral and could not dream of engaging in it. But that is really the point; it is not Westerners who engage in it but the Chinese, who do not find it strange at all.

More Chinese young people are indeed starting to embrace what might be described as Western ideals. However, the majority of Chinese still adhere to more traditional values. Instead of criticizing Chinese society, perhaps Westerners should try to understand it first. No country’s society is perfect, and we all have different ways of doing things. That’s simply the way the world works.

Many Chinese are Content With One-Party Rule

Concerning governance, Western pro-democracy advocates have long attacked China’s central government for “so-called” oppressive rule and the suppression of democracy. This viewpoint has been supported by several prominent Chinese pro-democracy advocates, one of the more famous and recent of whom is Ai Weiwei.

However, in my own experience in China, most Chinese people simply do not have strong feelings about democracy or about becoming involved in their country’s political process.

Chinese people simply want to live a happy and prosperous life and are content to let the Chinese government take care of things. Many of the protests seen on TV or on the Internet are simply local issues and have nothing to do with national governance.

These protesters simply want local or central government officials to fix a specific problem, after which most will happily return to their daily lives. Westerners have grown up with democracy their whole lives, and it is therefore difficult to understand how a lack of democratic rule could be the result of anything less than ill intent.

However, thousands of years of recorded Chinese history have been based on an authoritative one-party rule, an emperor who ruled through “the will of heaven.” Democracy may come to China at some point in the future, but not now, chiefly because the Chinese people overall do not seem to want it. For Westerners trying to bridge the gap between China and the West, democracy may not be the best place to start.

When the Western Media Gets it Wrong

Lastly, there is often a misrepresentation of China by Western media and journalists that prevents Westerners from understanding what China is really like. Sometimes this simply results from the Western media reporting only on negative stories such as pollution, protests, poverty, corruption, or product recalls.

Other times, the Western media simply gets a story so wrong it’s laughable. Any country will possess a plethora of negative news stories and can easily be made to look bad through a slanted focus on negative issues.

Although many of these negative issues are true in China’s case, and a result of its efforts to transform its economy and build its reputation on the world stage, they are not representative of the entire picture. Every day, there are other stories that are not reported to Western audiences, including stories about success through adversity, lifestyle improvements, happy families, and others.

An overt focus by Western media, as well as Western audiences, on negative issues may increase Westerners’ tendency to see China as not only an economic threat, but also an ideological one. In the end, a rivalry between China and Western governments seems inevitable for a host of economic and geopolitical reasons; however, mistrust between the Western and Chinese people is not.

If Westerners can accept two things, that the Chinese people do not have ill intent towards the world at large, and that there exist many positive stories which go unreported in the news, cross-cultural reconciliation and the development of mutual respect will be a positive outcome beneficial for all.

The World is Bigger than the West

Although all the issues, conflicts, and points of disagreement discussed above may make sense to many Westerners, the problem is that they represent a wholly one-sided viewpoint, or in other words, a Western judgment, often without understanding the root causes behind such behaviors and attitudes.

My own personal experiences suggest that many Westerners are lax in their attempts to understand other cultures, especially those of Asia and China. This may be especially true of Americans, as for much of their history, they have been geographically isolated from the rest of the world and have practiced isolationism.

In fact, for many years, it might have seemed to make sense to place a greater degree of importance on the West. Starting with the rise of England (17-18th century A.D.) and followed by America in the 20th century, the world has largely been dominated by a Western and English-speaking economic system and mentality.

Every country that wanted to succeed and be part of the global economic stage needed to learn the Western ways and the Western languages (primarily English). However, it is important to remember that the greater influence of Western countries was primarily supported by their economies and continuing status as economic superpowers. Today, this is less and less the case.

Despite the many criticisms of China, it is hard to argue that the country is set to become one of the key world powers during this century. Currently, China is easily ranked at number two, and many people throughout the world believe China to bemore powerful than the USA economically. China indeed has been keen on making its influence felt in areas such as politics, international waters, and space travel.

The question for readers is this: if other countries (e.g. China, India, Japan, the Middle East) were forced to learn English and Western ways to fit in and succeed when Western countries were in power, can Western countries afford to ignore China now that it may be set to take over the reins?

If Westerners refuse to learn Chinese or refuse to accept Chinese behavior or cultural norms, will the opportunities for Westerners in the coming years also decrease? This possibility seems increasingly likely and represents something all Westerners will need to ponder deeply, even if they never intend to leave their home countries.

Final Thoughts

In closing, I would like to point out that, while advocating for the study and acceptance of other cultural mindsets, especially those of China, I do not unilaterally endorse attitudes, behaviors, or business practices that stem from them.

While Westerners may not always agree with the Chinese and their approaches to business and life, it is important to understand that much of what they do is a result of their social and cultural backgrounds and can be viewed as completely rational from their own point of view.

To move forward in developing a bilateral relationship with China and the Chinese people, it will be important to accept that, as a country and a people, they have an unalienable right to their own beliefs and traditions.

For the West to have an effective relationship with the Chinese people in the future, I firmly believe it is necessary to accept that and move forward with the understanding and acceptance that there are other ways besides “our way,” or the “Western Way.”


If you’re interested in thoughtful perspectives on China, cross-border work, and how culture, incentives, and organizations shape real outcomes, you’re welcome to subscribe to China Culture Corner and receive future posts by email.

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If you or your organization is navigating China execution or cross-border alignment challenges, I work with teams on an embedded and remote basis. Reach out directly: Sean@SageSightConsulting.com

 

Three People Can Create a Tiger – Social Media in China

三人成虎The Chinese idiom “it takes only three people to create a tiger”  tells the story of a young but inexperienced Chinese emperor in ancient times. At court the emperor was surrounded by councilors who were only concerned with increasing their own standing through flattery and the spreading of rumors.

One of the emperor’s few loyal councilors thought long and hard on how to educate his emperor, and in doing so protect him from the greedy and pernicious advisers. After a time, he approached the emperor and said “Your highness, a person has come to the palace and said that there are tigers in the streets. Do you believe it?” The emperor immediately replied that he did not. The next day the loyal councilor approached the emperor again and said “your highness, another person has come to the palace and said there are tigers in the streets. Do you believe it?” Although the emperor felt slightly apprehensive, he again replied that he did not believe that there were tigers in the streets. On the third day, the loyal councilor approached the emperor and told him a third person had come forward claiming there were tigers in the streets. This time however, the emperor felt very afraid and immediately rushed to the outer wall of the palace to look out over the city. To his surprise, there nothing was out of the ordinary. There were in fact no tigers anywhere in sight.

At this point the loyal councilor, who had accompanied the emperor, turned to him and said “Your highness, now can you see the dangers of rumors? Even you believed there were tigers in the street when only three strangers had said it was so.” At these words the emperor realized his past foolishness in tolerating the false councilors and afterwards he have no credence to rumors without first investigating them fully.

This Idiom in Chinese: 三人成虎, Sān Rén Chéng Hǔ

A key lesson implied by this idiom is that not only can rumors and bad news spread very quickly, but also that people are likely to believe them. This is very true in China, especially with the recent proliferation of cell phones and social media. And while Western companies can indeed take advantage of the “viral” aspect of the Chinese internet to sell products, all too often they are faced with bad PR and the ire of Chinese citizens. Below are three examples of how social media and the internet can turned against foreign businesses in China:

Nationalism Gone Viral

The advent of Chinese social media has allowed Chinese citizens to be more open in their self expression (within the purview of government censors), and this has had a significant influence on Chinese nationalism, both at home and abroad. And while Chinese nationalistic agendas come from both the government and grass-roots, they are alike in their ability to transform into fierce, if transitory, prejudices against businesses from specific countries. Japan in particular has repeatedly come into conflict with the Chinese government and Chinese people. One of these more recent spats has been over the ownership of the Diaoyu islands, a small group of islands in the East China Sea which China and Japan both claim  as their own sovereign territory. 

This conflict, and others like it, have sparked numerous anti-Japanese protests in China, as well as the boycott of Japanese products and goods. This has included attacks on Japanese restaurants in China (often owned by Chinese citizens), as well as decreased sales (up to 40% in some cases) for Japanese branded automobiles in 2012. Despite the cooling of tensions and protests in recent months,  it is unlikely that Japanese and Western businesses will be able to completely avoid international policy decisions impacting their operations in China. 

Poor Customer Service

Chinese blogger destroys faulty Siemens refrigerator

Foreign companies selling products in China can also get into trouble for quality issues and poor customer service, as German multinational Siemens found out the hard way. After influential Chinese blogger, Luo Yonghao, decided that he was not satisfied with how Siemens customer service in China had responded to a complaint about his Siemens refrigerator,  he posted his complaint online. Following the posting, thousands of Chinese bloggers echoed his comments regarding Siemens’ product quality issues and poor customer service.

Throughout the following social media fallout, Siemens remained silent on the matter, which resulted in the situation going from bad to worse. Finally, with no satisfactory response to his complaints, Luo Yonghao and supporters gathered in front of Siemens’ China offices, and proceeded to destroy Siemens branded refrigerators with sledgehammers. Siemens’ president in China finally responded to public criticism with an official apology, but the damage had already been done, with Siemens receiving a significant amount of negative PR. 

Targeting Foreign Multinationals 

The Chinese government has traditionally made use of its extensive control over the Chinese media and broadcasting industry as an extremely effective propaganda tool, both to shift attention away from problem areas at home and promote important domestic issues and policies. In recent years it has used this power to target high profile Western multinationals that “take advantage of Chinese consumers.”

In March of 2013, state-owned broadcasting network CCTV put the spotlight on Apple for discriminating against Chinese consumers in its China after sales service policy. The report prompted widespread discussion on Chinese social media, and resulted in a public apology by Apple’s CEO Tim Cook. Later, in October of 2013, CCTV target international coffee-chain Starbucks for overcharging Chinese consumers.

However, in this case, many Chinese bloggers defended Starbucks, commenting that state-owned broadcasters should be directing attention at more important issues. The fact that many Chinese consumers see Starbucks’ products as a luxury item (and thus worthy of a high price) also likely prevented a large social media fallout. The fact of the matter here is that foreign multinationals present a tempting target for state-owned media reports, and the smallest misstep can open the doorway to a slew of bad press.

Final Thoughts

As shown in the above examples, news spreads fast in China after ideas or rumors appear, and there is little Western companies can do to directly control or influence what they may evolve into. When Western businesses correctly manage their operations in China, the result can be great product launch or a successful marketing campaign. Chinese consumers will happily share information on their favorite products and videos, no matter the country of origin. However, when things are done the wrong way, when problems are ignored or simply overlooked, businesses and products can be derailed in very short order. Like the idiom presented at the beginning of this article, once someone starts talking about tigers in the street, it won’t be long until many more people are doing likewise. Sometimes it doesn’t matter whether the tigers are real or not, once Chinese consumers (and state-owned media) believe the tigers existit may already be too late. 

Thanks for reading!

Do you have any additional thoughts or questions on the negative effects of Social Media in China? Do you know any other useful Chinese idioms that are similar to the one above? Please feel free to share your thoughts in the comments section below.

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Beating the Grass and Startling the Snake – IPR in China

The Chinese idiom “beating the grass and startling the snake” tells of a county magistrate in ancient China who was greedy and practiced bribery and graft  to further his own wealth and power. However, one day a man who lived in the county governed by the magistrate became aware of the ongoing crimes (though he remained unaware of the actual perpetrator), and sent a petition to alert the magistrate. Realizing that he was in danger of discovery, the magistrate remarked “he has beaten the grass and startled the snake.” Afterwards, the magistrate sent his men to seek out the citizen in question and make sure he would cause no further trouble.

This idiom in Chinese: 打草惊蛇, dǎ cǎo jīng shé

The moral of this idiom is to avoid acting prematurely or incautiously and alerting others to your plans  – if the citizen in the story had taken more time to investigate before acting, he likely could have avoided an untimely end.

IPR Concerns in China

While the Chinese market is still undeveloped and holds many opportunities for Western companies and businessmen, IPR is still a prominent cause for concern.

First, similar to the US during its own early development, China is much laxer on its enforcement of IPR laws than more developed countries. Many Chinese companies have taken advantage of this to copy western designs and ideas. If a Western product or design makes a big splash in China, such as the iPhone, it is likely that local copycats will soon be popping up left and right.

Second, even when IPR laws are enforced in China, brands and trademarks must be registered locally first. When Western companies have patents and copyrights in other countries, they still must be registered for a second time in China. And if a Western brand has not been registered in China, a local competitor can at any time apply for the rights to use (and own) it.

Third, local Chinese competitors usually have a stronger knowledge of Chinese consumers, and can gain and share information faster through local relationship networks. Therefore, Western companies with plans to enter the Chinese market are advised to guard their plans closely and conduct all necessary preparations as discretely as possible.

For more news on issues relating to Chinese companies hijacking the IPR of foreign companies and brands, please click HERE.

Thanks for reading!

Do you have any thoughts or questions on IPR issues in China? Do you know any other useful Chinese idioms that are similar to the one above? Please feel free to share your thoughts in the comments section below.

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