“May I help you?”

Reverse culture shock: A comparison of the expression of hospitality in Sweden and Taiwan

By Huiyu Chuang

As mobility makes up one of the core values of the Euroculture program, every Euroculturer more or less has cultivated a certain level of “Cultural Intelligence” (CQ) in order to handle all sorts of situations related to intercultural adaptation. Before moving to a new destination, we consciously or unconsciously take different approaches (that are influenced by our personal motivations, and personality) to better prepare ourselves for new cultural encounters. However, when we have to temporarily break away from the culture we have become so comfortable with — or even to go home, back where we come from — we are at the frontline in experiencing possible reverse culture shock.

Reverse culture shock is the process of readjusting, re-acculturating, and re-assimilating into one’s own culture back home after having lived in a different cultural environment for a long period of time. I wonder how my fellow European classmates (who share a common sense of European identity yet are still differentiated due to their unique national cultures) go through the emotions and experiences of reverse culture shock as I do. Crossing over more than five thousand miles from one culture to another, I found that the moment I landed on my homeland (Taiwan), within a week, I felt a weird feeling that strikes me as strong as a typical subtropical typhoon rain. The best way to get out of the storm without getting soaking wet is not to compare cultural aspects of another country with what cultural aspects in our country lack. Aspects that we see as positive in one culture could not be “transplanted” from one place to another without taking fundamental differences and local conditions into consideration. Thus, in this article, I aim to share my experience by showing you the different ways to express hospitality in Taipei (Taiwan) and Uppsala (Sweden) and how this reflection once again reminds me of my responsibility of studying cross cultures.

May I Help you_Article_ByHuiyu Chuang

The most beautiful scenery is…

“The most beautiful scenery in Taiwan is its people.” This is a famous slogan that the Taiwanese tourism sector proudly uses to highlight how hospitable Taiwanese people are. Its credibility is endorsed by international media and many foreign travelers’ testimonies. I have never doubted it, but honestly, I do so based on national pride. For local Taiwanese people, Taiwanese hospitality has never been consciously appreciated because we are so used to it, that to some extent, we take it for granted. This is especially true in the service sector. In the context of Taiwan, it is important to keep in mind that the majority of customers wish to be served hospitably as VIPs, so bosses expect their employees know this “common rule” as well as to provide their hospitable service to the maximum level. The career training often encourages employee to accept this rule by heart and show their hospitality sincerely and naturally as a habit. For those who are naturally critical of this, they might find similar awkwardness as I did in the following stories.

It was about seven o’clock in the evening. I accompanied my parents to a mobile telecom company service center. I did not realize this visit would become a one-on-three private lesson, which causes the staff to work overtime in order to maintain their highly valued “customer satisfaction”. The staff not only completed the basic demonstration and system setting for the new phones, she even accepted my dad’s request to set up everything on the new phones exactly the same as the old phones. Two hours later when everything finished, she came out from her counter and said goodbye to us. I asked my parents: how much do we pay her for her help? Of course, I knew the answer by heart. The service charge covers only the phones — so why is she willing to provide her service to such a degree, and how can customers like my parents be that happy while being served “extra” as the staff did, knowing it is not fairly remunerated? I carried these complicated feelings on my next purchase at a Taiwanese pharmacy chain store. 

It was the final day before my coupon expired. When it was my turn to pay, the staff smiled and said, “I am sorry, the gift mentioned on the coupon is out of stock. However, you can wait until our next program starts which is next week, and use the coupon then.” Sounds pretty reasonable, so I brought those products back to the shelf, but she stopped me and explained which of the products I chose were going to have its prices raised next week (so I should buy them today) and which ones will retain its current price. I was embarrassed because she thought I cared about the price difference, when actually what I really cared about was the coupon. It seems that she knew the customer’s concern, so she actively responded by that suggestion even though I did not mean it and ask for it. But, I still appreciate her unexpected hospitable customer service for a poor student. During the following days, similar patterns keep happening in different cases, in noodle restaurants, in the household registration center, and so on.

In Taiwan, 60% of the population contributes their labor in the service sector, which accounts for 63-65% (2010-2017) of the GDP. The notion of supplying a person’s service as his act of labor implies that whoever can provide better service, decides who can win over customers’ hearts and their money. Drawing on my own observations so far as well as information from local Taiwanese magazines, “good service” is defined by maximum customer satisfaction. In many cases, Taiwanese people care more about affection than rationality. Staff is always expected to figure out what customers’ request is and try to satisfy it. If they can’t satisfy the level of “rationality”, they have to take care of the customer’s affection, usually by giving them alternatives, further suggestions, compensations such as discounts or gifts, or any possible way to make them feel better for the inability to attain the customer’s request. Gradually, some customers are spoiled by the so called “customer first” or “customer is always right” philosophy. Then a term, “奧客” (ào kè direct translation — difficult customer or problematic customer) is created, referring to a customer who places unattainable requests. They follow the original price set, but try to ask for more benefits, and make the supply-and-demand relationship out of balance. To handle this type of difficult customer, the Taiwanese service sector is trained to be super caring to the extent that it becomes my reverse culture shock.

Ask, and it shall be given you

Reverse culture shock is usually derived from a comparison a person makes with a different cultural environment in which he/she has grown accustomed to. In my case, the expression of hospitality I have received in Sweden is different. There is a balance between showing an amount of hospitality (which is considered as “appropriate”) and how much the recipients express his/her need of it. If a person does not express his/her need for help, then another person would usually not interrupt his/her silence (a laissez faire approach, so to speak).  I learned this lesson by going through several interesting stories. Many times, I have difficulties making my mind to buy either item A or B. While I was struggling, I noticed I have a lot of personal space in the stores in Sweden. Even so, once I asked for some opinions from the staff, they were sincere in offering their knowledge, but just the information they think they know. This perfectly corresponds to a saying, “To know what you know and what you do not know, that is true knowledge.”

Besides the retailor sector, I also found similar proof in other aspects of my daily life. While staying in “corridor style” dorm, I enjoyed the balance between having my own space in my private room and social life in the common areas. My “corridor life” was composed of four people in a house. One is Swedish, one has lived in Sweden for more than ten years, the third one is an Italian learning Swedish language and culture, and me. Coming from a culture that cherishes collectivity, I got used to it quickly. However, when hard times came and I needed help, I found that my roommates have been holed up inside their respective rooms for many days, or often rushes into their own rooms right after coming back home. I thought I had better forget my need, but later I realized it does not necessarily mean they are shy or cold like the stereotypes about Swedish people. Once I took my first step to ask, I got tons of helpful responses. Sometimes, if concrete help is not available at that moment, it is very possible that it comes a while later. Several times, I found a sticky note written with the answers to my question on my room door next day. Or similar to another surprise I received from the language center, they informed me of a chance suddenly emerged after my request was declined due to high demand for their language consultancy.

After comparing the different expressions of hospitality in Taiwan and Sweden, I notice the position of “the giver” is stronger in the former case, where one is more active in exerting his/her hospitality as a natural gesture of friendliness, or a trained reflective habit to cater to his target. As for the later case, it takes a step back perspective to embody the concept of egalitarianism in interpersonal relationship without leaving trace of intrusion and pre-assumption.

Do similarities or differences attract each other? 

The theories of similarity attraction and complementary principle are not that unfamiliar to most people. Though in interpersonal relationship perceived similarity is more proven as a factor to result in human liking by scientific researches, complementary principle still explains those exceptions. For example those people who are into intercultural exchange. When we are exposed to various cross cultural input during our study, one of the relevant topics constantly being discussed is the attitude to immigration and the tolerance to cross culture underlined by it. Generally, older people are more concerned about immigration than younger people. One of the reasons is the difference of birth cohorts that decides what life experiences they could have.

Young generation has many chances to receive diversity training (e.g. Erasmus program, international voluntary projects, overseas working experience). These opportunities empower us to shape our future society as open and friendly to cultural differences, which can better collaborate with cross cultural organizations beyond the governmental level. However, this vision would happen only when we are fully aware of the responsibility we are taking to reflect on our attitudes across cultural differences. It is important for people who learn culture to be able to sensitively observe and possess sympathy to differences by using our creativity, passion, and bravery to question why things are the way they are.

Featured picture: Chris-Håvard Berge/Flickr

References

Anne-Marie Jeannet. “The Greying of Europe and Public Opinion about Immigration.” MPC Blog, May 20, 2019. https://blogs.eui.eu/migrationpolicycentre/greying-europe-public-opinion-immigration/ 

Chaban, Natalia, Allan Williams, Martin Holland, Valerie Boyce, and Frendehl Warner. “Crossing Cultures: Analysing the Experiences of NZ Returnees from the EU (UK vs. Non-UK).” International Journal of Intercultural Relations 35, no. 6 (November 2011): 776–90. https://doi.org/10.1016/j.ijintrel.2011.03.004 

“Cultural Intelligence (CQ).” Redhead Communications (blog). Accessed August 12, 2019. https://www.redheadcommunications.com/cultural-intelligence-cq/ 

Gaw, Kevin F. “Reverse Culture Shock in Students Returning from Overseas.” International Journal of Intercultural Relations 24, no. 1 (January 2000): 83–104. https://doi.org/10.1016/S0147-1767(99)00024-3 

Klohnen, Eva C., and Luo, Shanhong. “Interpersonal Attraction and Personality: What Is Attractive–Self Similarity, Ideal Similarity, Complementarity or Attachment Security?” Journal of Personality and Social Psychology 85, no. 4 (October 2003): 709–22. https://doi.org/10.1037/0022-3514.85.4.709

La, Suna, and Choi, Beomjoon. “The Role of Customer Affection and Trust in Loyalty Rebuilding after Service Failure and Recovery.” The Service Industries Journal 32 (January 1, 2012): 105–25. https://doi.org/10.1080/02642069.2011.529438 

Meredith, Willaim H., Abbott, Douglas A., Tsai, Rita, and Zheng, Fu Ming. “Healthy Family Functioning in Chinese Cultures: An Exploratory Study Using the Circumplex Model.” International Journal of Sociology of the Family 24, no. 1 (1994): 147–57. http://www.jstor.org/stable/23029805 

 “Most of Us Tend to Be Attracted to People Who Are Similar to Ourselves.” PsyPost (blog), March 28, 2017. https://www.psypost.org/2017/03/us-tend-attracted-people-similar-48596 

National Statistics Republic of China(Taiwan). “Employed Persons by Industry.” Accessed August 12, 2019. https://eng.stat.gov.tw/ct.asp?xItem=12683&ctNode=1609 

Office of President Republic of China (Taiwan). “2018臺灣服務業大評鑑 副總統:推展臺灣精神 打造臺灣特色優質品牌,” March 7, 2018. https://www.president.gov.tw/NEWS/23470 

RedHead Communications. “Cultural Intelligence (CQ).” Redhead Communications (blog). Accessed August 12, 2019. https://www.redheadcommunications.com/cultural-intelligence-cq/ 

“Reverse Culture Shock – The Challenges of Returning Home: Reverse Culture Shock.” Accessed August 12, 2019. https://2009-2017.state.gov/m/fsi/tc/c56075.htm 

Seyfried, B. A., and Hendrick, Clyde. “Need Similarity and Complementarity in Interpersonal Attraction.” Sociometry 36, no. 2 (June 1973): 207. https://doi.org/10.2307/2786567

Shu, Han. “Taiwan: GDP Breakdown by Sector 2017-Statista.” Accessed August 13, 2019. https://www.statista.com/statistics/321366/taiwan-gdp-breakdown-by-sector/

Simon Fraser University. “Stages and Symptoms of Culture Shock – International Student Advising and Programs.” Accessed August 12, 2019. https://www.sfu.ca/students/isap/explore/culture/stages-symptoms-culture-shock.html 

The Storm media. “服務業要滿足消費者到何種程度?-風傳媒,” September 26, 2016. https://www.storm.mg/lifestyle/170551srcid=73746f726d2e6d675f62383332326534656434326364353031_1565270776 

Treger, Stanislav, and Masciale, James N.. “Domains of Similarity and Attraction in Three Types of Relationships.” Interpersona: An International Journal on Personal Relationships 12, no. 2 (December 21, 2018): 254–66. https://doi.org/10.5964/ijpr.v12i2.321 

Uppsala University Housing Office. “Student Corridor Living.” Uppsala University Housing Office. Accessed August 13, 2019. https://housingoffice.se/staying-at-uuho/student/student-corridor-living/

Vanessa. “被服務業寵壞的台灣人 | Vanessa潛進世界 | 遠見雜誌,” January 18, 2018. https://www.gvm.com.tw/article.html?id=55645 

Wong, Maggie Hiufu. “Taiwan’s Most Beautiful Places | CNN Travel.” CNN Travel, April 22, https://edition.cnn.com/travel/article/taiwan-beautiful-places/index.html

王一芝. “「奧客」與否,就在你一念之間| 遠見雜誌.” 遠見雜誌 – 前進的動力, January 6, 2016. https://www.gvm.com.tw/article.html?id=32805 

李佩璇. “服務業人力需求現況調查-1111產經新聞(1111 Job Bank),” September 4, 2018. https://www.1111.com.tw/news/surveyns/111919/ 

蕭西君. “笑容,永遠留給顧客 – 帶人領導 – 管理 – Cheers快樂工作人,” January 11, 2000. https://www.cheers.com.tw/article/article.action?id=5026100&page=2 

陸柔羽. “台灣服務業中「以奧為傲」的奧客怪象 – The News Lens 關鍵評論網,” January 19, 2018. https://www.thenewslens.com/article/87863

Juggling Culture Shock

If my experience with culture shock has taught me anything, it’s that I’ll just have to sit it out. Still, my head can’t tell my heart to be happy.

Albert Meijer | albert_meijer@hotmail.com

I take my coffee to a table that looks out over the university campus. In many ways, this square could be anywhere in the world: straight-forward brick buildings designed in the seventies, empty design chairs scattered around, patches of grass with tall trees proudly showing their autumn colours. It’s only the people that make it clear that we are, in fact, in Japan.

On the stairs of ‘Building A’, are students who are practicing their dance-moves, like they do every day. In their head, they’re in a J-pop video. Their arm movements are perfectly coordinated. They’re not practicing for a night out though: it is forbidden to dance after a certain time at night. Sometimes, policemen come into clubs to arrest all those who are dancing. I’m not kidding. True story.

In front of the dancers are the jugglers. In deep concentration, they throw their balls, cones and diabolos in the air, for hours every day. It doesn’t seem fun at all, but I find it intriguing to watch them from behind the windows of the cafeteria. Their faces when they drop a ball; their robotic arm movements; the determination to be really good at something, if only at juggling: it’s fascinating.

jugglers

Living in Osaka is not always easy. The amazement at the sight of something weird on every street corner has been replaced by a dull sense of culture shock. It’s not Japan’s fault: Japan is pretty amazing. It’s me.

I see a pattern. The feeling I have at this moment is related to emotions I’ve had in earlier periods of my life, those past semesters spent in foreign countries: the trouble I had with fitting in with the locals on a Swedish island, the frustration over the grumpiness of waiters in Vienna and the deep hatred for Scandinavian winters. ‘Culture shock’ is my middle name.

If my experience with culture shock has taught me anything, it’s that I’ll just have to sit it out: the frustrations about small things will pass, and I can go back to being grateful again of being able to live in a wonderful, new foreign country. Still, my head can’t tell my heart to be happy. Bitching about the peculiarities of a strange country won’t solve anything, but it’s good to let off steam once in a while.

I might never understand the Japanese mindset, but I do know that I won’t care as much about these differences next week. It’s not these frustrations that will stick in my memories. Thinking about Sweden and Vienna mainly brings back good memories: loving friends, sweet romances and crazy adventures. Japan won’t be much different, I think. In three years’ time, I won’t care about those incomprehensible jugglers, or the fact that I can’t shake my badonkadonk in clubs. I’ll think about the people and places I fell in love with. I love you Japan. But it’s a complicated relationship.

If you liked Albert’s article, also read Favourite European Songs : “Dickes B reminds me of my adventures in Berlin”

 

Albert pfAlbert Meijer, People’s Editor
Hailing from Osaka, Japan, Albert writes about the student body of the Euroculture programme. His academic interests lie in the fields of (sub)cultural studies, music science, sociology, and gender and queer studies. In his spare time, Albert likes writing and singing mediocre songs, walking through typhoons, making video blogs and getting stuck in difficult yoga positions.

Indianapolis: upholding “Hoosier values”

Ludmila Vávrová | lidavavrova@gmail.com

What is it that reflects the city of Indianapolis and the state of Indiana the most? It is the ‘red pickup truck’. In my very first picture of Indianapolis, I captured this favourite car of the ‘typical Indian resident’. I was wondering, why is it so popular here? My American classmates explained to me that it’s like with “Hoosier values”. Indeed, this explanation did not help me at all. But then I had a chance to watch the political campaign ads of candidates running for the office of Governor of Indiana and finally figured out this mystery of Indiana’s culture. John Gregg, a Democratic candidate, explains: “To hold ‘Hoosier values’ means to respect hard work, personal responsibility and faith. These values draw the Indiana community together, from church on Sunday morning until the basketball court on Friday night”. This is the essence of the local people: Hoosiers.

My first pic from Indianapolis: a red pickup truck

Indianapolis: I would say a ‘typical American city’ where everyone has a car, historical monuments are not really historical (at least in comparison with our European standards), and people are very friendly. There is always a smile whenever you meet someone. Indianapolis brings the best of American culture. It is home to the internationally renowned Indianapolis Motor Speedway (advice for students coming for the Autumn semester – do not miss the last race, “Indy 500”, at the end of August). Indianapolis offers numerous museums. Do you love fine art? You have to visit Indianapolis Museum of Art with a great collection of European, as well as American, painters and much more. Do you want to return to your childhood? You shouldn’t miss the Children’s Museum of Indianapolis – the largest children’s museum in the world. Do you want to explore the history of the Native Americans? The Eiteljorg Museum is the right place for you.

DO NOT MISS!

–          Pumpkin pie, cupcakes, cinnamon rolls, real American steak;

–          Travelling to Chicago for a 10 US$ return ticket with the Greyhound bus company;

–          Every Thursday student night in bar Howl at the Moon (1 US$ beer + live music)

IUPUI

The Campus Centre with the University mascot (a Jaguar)

IUPUI is a well-known university across the United States, especially due to its School of Medicine which has one of the largest student bodies in the country. For MA Euroculture students, IUPUI offers a variety of subjects from different departments of the School of Liberal Arts. As far as I know, Euroculture students remain faithful to the departments of Political Science, Sociology, Communication Studies, and World Languages and Cultures. The university facilities are excellent! But considering the amount of money American students pay for a year at the university, it is understandable.

It takes you a few weeks to understand that American classes are far different from European ones. Here is the essence of American success: productive discussion, participation in class, and critical thinking. American students are used to expressing their opinions, so you are expected to talk a lot. If I believed that the only way to gain knowledge was via memorising facts, I was completely wrong. Graduate classes are pretty demanding; you have to work hard throughout the whole semester. In general, graduate students have a regular job while studying, which is why their classes start at 6pm at the earliest. Local students have a lot of experience to share; for every class they work 100 % and beyond. The best you can do to combat your student culture shock is to get involved, jump out of your comfort zone, and make yourself known.

However, American students do not travel much or do not travel at all (many of my classmates have never left the state of Indiana), but at the same time they are very friendly, helpful and open to international students. They seem to be very interested in talking about different cultures, do not hesitate to invite you to a Thanksgiving party, and offer to drive you anywhere you need (because they are afraid of local public urban transport).

Ludmila Vávrová, Olomouc/Indiana Correspondent

Ludmila is from the Czech Republic, and studied Economics and Management for B.Sc. and European Diplomacy for M.Sc. She studied Euroculture in Palacky University, Olomouc and the University of Strasbourg. She is currently doing a research track in Indianapolis with an interest in finding image/word arguments during the 2012 presidential election campaigns in the US and in France. Ludmila is a girl with a dream, mostly involving Czech beer.