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Navigating Cultural Nuances: Doing Business in Indonesia

Updated: Oct 30, 2023

Navigating the intricate cultural landscape of Indonesia is crucial for successful business interactions, especially for those from Western backgrounds.

This blog explores three key cultural aspects—avoiding conflict, the unwritten rules of reciprocity, and the importance of actions over words—to help you build meaningful relationships and become a more culturally aware global citizen.


Understanding the cultural intricacies of Indonesia is as vital as grasping its market dynamics, especially for those hailing from Western backgrounds like Australia. Indonesia is a rich tapestry of diverse traditions and social norms that can significantly influence your business interactions. While I don't claim to be an expert, I'll share some key insights based on my practical experience in the Indonesian business environment. We'll delve into three pivotal cultural aspects: the emphasis on avoiding conflict, the unwritten rules of reciprocity, and the value placed on actions over words. There are many more, but the three I have chosen I believe are a good starting pount.

The Art of Avoiding Conflict: A Dance of Diplomacy

In Indonesia, maintaining social harmony and avoiding conflict are highly valued, often influencing both personal and professional interactions. You'll find that issues are frequently discussed at length, with repetition. The more repetition the more significant the issue. This isn't a sign of inefficiency, but a cultural practice aimed at ensuring everyone is on the same page. The reiteration serves to underline the importance of an issue, signalling that it needs resolution, all without causing direct confrontation.

Indirect communication is another common method for conflict avoidance. People may use proverbs, analogies, or even third parties to convey messages. If you find that your Indonesian counterparts are not being straightforward, it's essential to understand that this is not evasion. Instead, it's a form of respect and a strategy to maintain social harmony.

For business professionals, recognizing these nuances is crucial but can also be frustrating. Patience and active listening are key skills. Avoid rushing to conclusions or demanding direct answers, as this could be perceived as confrontational. Communication in Indonesia is more contextual than in Anglo cultures, making it a more difficult nuanced dance of diplomacy. Understanding the context of a discussion or issue is essential, and having the right local partner can be invaluable in navigating these communication complexities.

The Unwritten Rule of Reciprocity: Beyond 'Thank You'

In Western cultures, saying "thank you" is almost automatic—a verbal acknowledgment of a favour or kindness. However, in Indonesia, gratitude is often expressed through actions rather than words. There's an unwritten understanding that when someone does something for you, you will reciprocate when the opportunity arises. This makes a verbal "thank you" less necessary but not any less meaningful.

In a business context, this could mean that after a successful deal, your Indonesian partners may expect some form of reciprocation. This could range from another business opportunity to a simple dinner invitation, signalling that you value the relationship. Understanding these cultural expectations is crucial for building enduring business relationships.

However, this cultural nuance of reciprocity can lead to misunderstandings. Indonesians may hesitate to ask questions, which are often perceived as requests for help, due to uncertainty about how they can reciprocate later to the westerner who provides the help. In contrast, Australians and other western cultures often view asking questions as a sign of engagement and respect, where a simple "thank you" serves as adequate reciprocation for the help.

On a sidenote in Indonesian culture, food is much more than just sustenance; it's a vibrant tapestry that weaves together the nation's diverse ethnicities, traditions, and beliefs. The act of sharing a meal is often seen as an expression of community, friendship, and hospitality. In business settings, sharing a meal can be a significant gesture, a way to seal deals and foster relationships. In essence, food in Indonesia is a language of its own, a dialect spoken across its many islands and understood by all.

Actions Speak Louder: The Importance of 'Doing' Over 'Saying'

Indonesian culture places a significant emphasis on actions over words. While promises and verbal agreements are important, it's the follow-through that truly counts. Active involvement and contribution to a project are highly valued. This is often seen in the form of community participation and mutual help.

Your reputation is closely tied to your actions. Failing to deliver on a promise can severely damage your standing, not just with the individual concerned but within the broader community. For business professionals, this means that while contractual agreements are important, they are merely the starting point. Your actions—timely delivery, quality of work, and active engagement—are what truly build your reputation and foster trust.

Conclusion: The Unspoken Makes the Difference

Navigating the Indonesian business landscape can be challenging when viewed through a Western lens. However, understanding these cultural nuances can significantly enhance your business interactions in Indonesia. Being aware of these aspects will not only help you navigate the business landscape but also enrich your personal interactions. Ultimately, it's often what goes unsaid that makes all the difference in the world of business.

By taking the time to understand and respect these cultural nuances, you're not just being a savvy businessperson; you're also becoming a more culturally aware global citizen. This cultural awareness is not just a nice-to-have but a must-have to do business in Indonesia. It allows you to build more robust and more meaningful relationships.


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