Global gifting traditions – insights into cultural perspectives and practices
to charitable causes.
Did you know that gifting traditions play a major role in many cultures around the world? Every culture has its own unique customs and values when it comes to giving gifts. Just think of the colourful packaging in Japan or the generous offerings at Indian weddings – these examples show how diverse and fascinating cultural perspectives on gifting can be. This diversity isn’t just interesting; it also plays a key role in global fundraising and cross-cultural understanding.
In this article, we’ll explore how different cultures approach gift-giving – and how this knowledge can support fundraising.
Join us as we dive into the rich and varied world of giving and discover how these traditions can broaden our perspective and bring value to society.
The tradition of giving is as old as humanity itself – and each culture has developed its own fascinating practices. In ancient times – among the Greeks and Romans – gifts were often offerings to the gods, as signs of respect and devotion. This tradition carried into Christian culture. The story of Jesus’ birth and the gifts of the Three Wise Men is a well-known example. But gifting wasn’t only important in religion – it also played a role in politics. Ethnographic records show that tribal leaders exchanged gifts to promote peace and support each other.
In the Middle Ages, saints were often the ones receiving gifts – again, to gain divine favour. Let’s go even further back: Even in the Stone Age, gifts likely had great meaning – used to express affection or appreciation. They also served as status symbols, with tribal leaders rewarding those who helped with key tasks. A final glance at the Middle Ages shows how gifts could be a smart strategy – either to gain favour with a king or secure support during wartime. Dowries were also common – ranging from coins to entire herds of animals. In some cultures, this tradition continues even now.
In ancient Egypt – gifts were especially significant for honouring pharaohs. Temples, tombs and pyramids were built to secure wealth for the afterlife and to show reverence to deities. In Roman times – aside from gifts for the gods, lucky charms were extremely popular. These heavily influenced Western civilisation and were used to show loyalty – something that continues today.
Fast forward to 2024 – gifting still plays a huge part in our culture. It shows who we are and what message we want to convey. Gifts are part of countless occasions and serve as tools to communicate and express ourselves. Pretty fascinating, right?
Asian countries such as China, Japan and South Korea are known for their deep-rooted gifting traditions, which are shaped by etiquette and symbolism.
In China, a country that places great value on long-standing customs and manners, gifting during festivals is a common practice. People in China pay particular attention to the symbolism of the gifts. considered unlucky. A red gift envelope at Chinese New Year symbolises prosperity and expresses best wishes. People in China also tend to avoid giving clocks to older people – the word for “clock” sounds similar to a word for “death” and is therefore considered bad luck. Likewise, pears are not gifted to couples or romantic partners. That’s because words like “to give a bell” or “to send the end” sound the same as the word for “pear” (li) – all homophones – and are seen as unlucky.
Travelling further east, we arrive in Japan – known locally as Nippon, meaning “origin of the sun”. As in China, gift etiquette in Japan is extremely important. A suitable gift should express the giver’s sincere kindness, gratitude and respect. When visiting a Japanese friend, it is expected to bring a prepared gift. People in Japan often practise “regifting” when they receive something they cannot use. At Japanese weddings, monetary gifts are common. The cash amount should always include odd numbers – to avoid the symbolic separation of the couple through even division. When a child is born, new parents distribute gifts to family and friends to mark the occasion. Fox- and badger-themed items are avoided, as the fox symbolises greed and the badger trickery. And last but not least: Presentation matters just as much as the gift itself! Sloppily wrapped presents are an absolute no-go.
So, if you ever give a gift in Japan, make sure the packaging is thoughtful and neat.
Next stop: the Land of Morning Calm – also known as “Hanguk” or “Daehan Minguk”, meaning “greatness” and “peace”. Yes, we’re in South Korea. In Korea, businesspeople often gift local crafts to visiting guests as a sign of appreciation. As in neighbouring countries, gifting customs are important here too. For example, it’s considered rude to give or receive gifts with just one hand – especially the left. Greeting cards or New Year’s gifts should never be predominantly red, as red is associated with funerals. Gifts given in sets of four are also discouraged – as the number four symbolises death in Korean culture, just like in China.
Europe – a continent rich in culture and history – offers a wide range of gifting traditions that blend traditional values with modern gestures. And it gets colourful! In Germany, gifts and occasions tend to be more formal (some might even say stiff), whereas in Italy, everything is celebrated in high style – a real cultural mix that shows how varied and unique each country is. In Europe, it’s generally common to exchange gifts only once a relationship has been established. Gift-giving typically happens at the end of a business or personal exchange – and should be done thoughtfully. Fine chocolates or a good bottle of wine are often appreciated gifts across Europe.
In Germany, where good manners are highly valued, it’s important to choose appropriate gifts – and presentation matters too.
Flowers are a popular choice, but you need to be aware of the meaning behind them. Roses, for example, are seen as romantic – so not ideal for business settings. If you’re invited to a dinner at someone’s home, it’s a nice gesture to bring flowers – or even send them in advance. Watch out though: red roses (romantic), even numbers of flowers (bad luck), or anything with bandages or bindings are best avoided. A great gift could be something that represents your own culture. If your business partners have children, small gifts for them are usually well received.
If you’re travelling to the United Kingdom for business, it’s best to keep emotions in check and go for more understated gifts – to avoid misunderstandings. A good time to give a gift is after a dinner invitation or theatre outing. Brits appreciate fine chocolate, renowned wines and flowers – but branded corporate gifts are generally frowned upon unless specifically requested by the host.
In France, offering a gift at a first meeting is often considered inappropriate – better to wait until the second or third encounter. The French appreciate thoughtful, intellectual or artistic gifts like prints, coffee-table books or handmade items. When invited to a dinner at someone’s home, a bunch of fresh flowers (not pre-arranged) is a kind gesture. Just avoid chrysanthemums – in France, they’re only used for funerals.#
In Italy, if you’re invited to dinner with an Italian family, it’s totally fine to bring a box of chocolates for the host. Pro tip: send flowers the next day as a follow-up gesture. But take note: yellow roses symbolise jealousy and should be avoided.
And chrysanthemums? Just like in France, they’re linked to grief – so best steer clear if you want your visit to go well (and not end like your own funeral, as the saying goes!).
Let’s fly across the Atlantic to North and South America – regions shaped by diverse cultural influences. Here, Indigenous customs blend with traditions brought by immigrants from around the world. In these multicultural societies, gifts play an important role in expressing gratitude and connection. In North and South America, you’ll find a wide variety of gifting customs – from Indigenous communities to immigrant traditions. Despite the diversity, there are a few general no-gos.
For example, black and purple are often avoided, as they’re linked to mourning. And swords? Better not – they may symbolise the end of a friendship. In many Latin American countries, gifts that are not luxury items but still highly taxed are popular. But handkerchiefs? Not a great idea – they’re too closely associated with tears. Small household items, however, are often well received – even a mini toaster can be a fun and welcome gift.
In the United States, where gifting comes with its own set of customs, extravagant gifts are usually avoided. Instead, people often prefer to invite friends to dinner or spend time together at events or sports games. Practicality plays a big role in American gift preferences. A good bottle of wine, quality spirits, trendy accessories or a night out in the city tend to go down well. As in many European countries, gifts in the US are typically used to honour a relationship – and are given at special occasions or as a sign of appreciation at the end of a visit or meeting.
Africa and the Middle East are deeply rooted in communal values and generosity – and these are clearly reflected in their gifting traditions. In these regions, gifts carry strong social meaning. They help strengthen relationships and express support.
Countries like Morocco, Egypt and Kenya show how gifting shapes cultural identity and plays a central role in social interaction.
In African and Middle Eastern cultures, gifts are chosen with great care – to show genuine appreciation for the recipient.
These traditions reflect the importance of generosity and hospitality in both regions.
In Egypt, for example, gifts are often used to strengthen personal and professional networks.
It’s common to give gifts to close relatives of key professional contacts – to celebrate important life events.
It’s also highly appreciated when non-Muslim colleagues send greetings or gifts at the beginning of Ramadan – as a sign of connection and respect.
Understanding the gifting traditions of different cultures can be extremely valuable in fundraising. Fundraisers can use this knowledge to design more effective strategies and build stronger donor relationships.
Here are some key ways that cultural gifting insights can support fundraising:
After our journey around the world, one thing is clear: Gifting traditions in all their diversity play a fascinating – and sometimes critical – role in fundraising. Each culture has its own views and customs around giving. And this diversity is not just interesting – it’s essential to global fundraising and mutual understanding. We’ve travelled together through the world of gifting traditions – discovering how each culture nurtures its own approach to giving. These traditions reflect appreciation, respect and connection – but they can also lead to misunderstandings if the cultural rules aren’t understood.
To succeed in international fundraising, it’s essential to:
If you take all this into account and navigate cultural pitfalls wisely, nothing stands in the way of your next successful fundraising campaign – yay! That just leaves us to say: Sayonara, bon voyage, güle güle and ciao!