1. Chapter 3. From a Nation of Etiquette to a Society of Gifting Section 1. Customs and Traditions The Chinese Way, Ding and Xu, 2014 Chapter 3. From a Nation of Etiquette to a Society of Gifting 1

2. Outline Introduction Historical context From etiquette to gifting Gifting: when and what Road ahead 2 The Chinese Way, Ding and Xu, 2014 Chapter 3. From a Nation of Etiquette to a Society of Gifting

3. Introduction: Gifting in China China is a society of gifting in terms of both scope and scale. “You can never go visit people empty handed” In 2012, the estimated demand for gifts is at RMB 768.4 billion per year (with individual annual demand totaling RMB 505.5 billion and organizational annual demand totaling RMB 262.9 billion) 3 The Chinese Way, Ding and Xu, 2014 Chapter 3. From a Nation of Etiquette to a Society of Gifting

4. Historical context: Nation of Etiquette This is an important point of pride for all. The Four Books and Five Classics, the cannon of Confucianism, formed the foundation of Chinese Etiquette. Etiquette is intertwined with the Chinese political system, moral code and folk culture. 4 The Chinese Way, Ding and Xu, 2014 Chapter 3. From a Nation of Etiquette to a Society of Gifting

5. Nation of Etiquette Etiquette is classified into five types: rules for festivities, rituals for funerals or disasters, military rituals, protocols for receiving guests, and rules for interpersonal communication. 5 The Chinese Way, Ding and Xu, 2014 Chapter 3. From a Nation of Etiquette to a Society of Gifting

6. Nation of Etiquette Key concepts to define the nation of etiquette: 1.Proper etiquette is extremely important. The core tenets of Chinese etiquette are self-control and respect, regardless of social status. 2.Etiquette is pervasive, institutionalized and continuously practiced for more than 2000 years. 3.Etiquette has two components: protocols and offerings. 4.The key principle of etiquette is to return favors. 6 The Chinese Way, Ding and Xu, 2014 Chapter 3. From a Nation of Etiquette to a Society of Gifting

7. From Etiquette to Gifting Elements forgotten 1.The original purpose to build a morally strong and harmonious society has been forgotten. 2.The etiquette has been simplified into a generic practice of material gifting. 7 The Chinese Way, Ding and Xu, 2014 Chapter 3. From a Nation of Etiquette to a Society of Gifting

8. From Etiquette to Gifting Elements preserved: Returning Favors New Elements : 1.To providing mutual financial support: E.g., cash gifts for marriage 2.To build up credit in relationship: i.e., the more credits one has with another one by continuously offering gifts, the easier it is to later request a favor in return. E.g., bribing 8 The Chinese Way, Ding and Xu, 2014 Chapter 3. From a Nation of Etiquette to a Society of Gifting

9. Gifting: When and What When: 1.Gifting should be a continuous process to maintain a good relationship. e.g., at least a year beforehand 2.Special occasions, holidays 9 The Chinese Way, Ding and Xu, 2014 Chapter 3. From a Nation of Etiquette to a Society of Gifting

10. Gifting: When and What What : 1.e.g., A gift package 2.In the context of face, more expensive gifts are thought to convey more sincerity. E.g., luxury products. 3.A thoughtful gift may be more valued, especially by the wealthy. E.g., home-grown vegetables 4.What not to give on What not to give on specific occasions, e.g., “sending a clock”, giving pears etc. 10 The Chinese Way, Ding and Xu, 2014 Chapter 3. From a Nation of Etiquette to a Society of Gifting

11. Road Ahead The current gifting culture is devoid of the spiritual and moral components emphasized by Confucius. We predict that China will slowly shift away from being a society of gifting back toward a society that more closely resembles a Nation of Etiquette (though not in its original form). 11 The Chinese Way, Ding and Xu, 2014 Chapter 3. From a Nation of Etiquette to a Society of Gifting