What is CULTURE?

We often hear phrases like “Japanese culture is so unique” or “Let’s do cultural immersion” or “We need to make sure our products fit into the local culture.” But, what do we really mean by that?

What is 𝗖𝗨𝗟𝗧𝗨𝗥𝗘, really? And most importantly, how do we define it in a way that actually makes sense for business?

In this video, recorded from Barcelona, I dig into the layers of meaning behind this powerful word. Culture is more than just language, customs or a country’s heritage - it’s the underlying “air we breathe” that shapes values, behaviours and business practices in powerful ways.

I explore why understanding culture goes beyond stereotypes and categories, and why this understanding is crucial for businesses looking to succeed in diverse markets.

 [00:00:00] What is culture? It's a word we use all the time, but what does it really mean? And why does it matter to understand what culture is when doing business globally? Hi, I'm Chui Chui Tan. I help businesses navigate cultural nuances for global growth.

[00:18:10] Today, recording this from Barcelona, I want to challenge how we have interpreted the word Culture. We often hear phrases, like "Japanese culture is so unique" or "Let's do cultural immersions." But what do we really mean by that? What is culture and how do we define it in a way that actually makes sense for businesses? Do we divide culture based on continents like Asian versus African. Or is it more about individual countries like British versus Mexican versus South Korean? And culture, as we all know, definitely is not based on languages. So, how do we define it properly then? And why having an aligned view about what culture is could impact your global businesses?

[01:10:90] Let's explore that together in this video. According to the Cambridge Dictionary, culture is "the habits, traditions, and beliefs of a country, society and group of people." Similarly, Oxford defines it as "the customs and beliefs, art, way of life and social organisation of a particular country or group and also the beliefs and attitudes about something that people in a particular group or organisation share." There's one word that keeps popping up in this definition - beliefs. But there's more to culture than that.

[01:50:80] Anthropologist Edward B Taylor's classic definition described culture as: "that complex whole, which includes knowledge, belief, art, law, morals, custom and any other capabilities and habits acquired by men as a member of society." So culture includes anything from the way we live the values we hold, to the systems that govern our societies.

[02:17:50] And that's where it gets more complicated. The meaning of culture changes depending on the context as well. So, for example, in an organisation, culture refers to shared values, practices and beliefs that shape how people work together. Then that's pop culture - what's trending in mainstream society, whether it's music, movies, fashions or memes even. And there's also subculture, which is a small group within a larger culture that has its own distinct values and behaviours. Think of skateboarders, gamers, tech enthusiasts or even goth sub-culture. So as you can see, culture is not just a simple word. It's actually rather complex. And if you're working in global markets and talking about adapting your products or services to local culture, it's important for us to understand what we are referring to when we talk about culture and to know what we are dealing with.

[03:19:50] To me when we talk about adapting to local culture in business, we're referring to a mix of societal culture, ethnic culture and even religious culture, to name a few. So what is the best way to illustrate what culture means so it is more whole?

[03:37:40] One of the best ways I've heard culture described is from my friend, Al, who runs a tour company offering cultural adventures. He said, "Culture isn't just about the past. Culture is the air breathe". He's absolutely spot on.

[03:53:70] Culture is all around us. It has many layers and facets. It's not just the language we speak. Culture is also the food we eat. The tones and noises we make. The festival we celebrate. The music we listen to. The art we enjoy. The social interactions we have. The way we dress. The stories we tell. The beliefs we hold. The values we cherish. The traditions we pass down. The architect we've built. The technology we use. The way we greet one another. The games with play. The knowledge we seek. The relationships we form. The dreams we pursue and the justice we fight for, and the spaces we inhabit. The memories we share and the future we imagine. Culture shapes everything. And it's deeply embedded in our day-to-day lives. It wraps around us.

[04:52:70] So when you are thinking about cultural adaptations for your business, Don't just focus on one narrow aspect of it. Take the time to explore the many layers of culture, especially as those that impact how people use your products or services.

[05:10:50] If you have a different thought or ideas on how you define culture, I love to hear them. Post a comment below and we can discuss it further. Thank you for watching and I will see you again soon.

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