The UN recently announced its latest stamp series.

It maintains the term "Chinese Lunar Calendar", continuing the naming convention it has used since 2018.

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The decision has sparked debate.

Some argue that it preserves historical consistency.

Others say it overlooks the broader cultural significance of Lunar New Year across Asia.

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From a cross-cultural management perspective, this is a case worth analyzing.

Applying Erin Meyer’s Cultural Dimensions Model

To understand how this decision is perceived differently across cultures, let’s examine it through three key dimensions from Erin Meyer’s framework.

🔹 Context: High vs. Low Context Communication

• The UN’s choice follows a low-context approach, where clarity and consistency are prioritized over nuance.
• However, in high-context cultures, language carries deeper historical, regional, and social meaning. The way an event or tradition is labeled influences perception, even if unintentionally.

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🔹 Trust: Relationship-Based vs. Task-Based

• Some cultures build trust through historical continuity and consistency (task-based). Others value adaptability to evolving realities (relationship-based).
• The UN’s decision aligns with a task-based approach, maintaining an established naming convention. However, a relationship-based approach might have involved broader consultation with stakeholders across the region.

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🔹 Decision-Making: Hierarchical vs. Consensus-Oriented

• A hierarchical model involves central decision-making without broad consultation.
• A consensus-driven approach would engage multiple regional perspectives before finalizing terminology.
• The UN’s choice reflects a top-down process, reinforcing clarity but potentially missing an opportunity for inclusive dialogue.

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What This Means for Global Business

Cultural intelligence isn’t about right or wrong. It’s about understanding how decisions are received across different cultural contexts, whether in diplomacy, branding, or market entry.

For businesses expanding into new markets, key takeaways include:

→ Language shapes perception. The terminology you use in foreign markets influences how your brand is positioned.

→ Market expansion requires cultural awareness. Recognizing local nuances can affect how products, services, and messaging are received.

→ Adaptability matters. The most successful international businesses refine their strategy based on how markets evolve, rather than sticking to a single approach.

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How Businesses Can Apply This

If you’re entering South Korea, Asia, or other international markets, consider:

✔️ Are you using culturally aligned language in your branding and communications?​
✔️ Are you engaging the right stakeholders before making strategic decisions?​
✔️ Are you proactively adapting to market-specific expectations?

If you’re not sure, I help companies navigate these complexities, adapt their market approach, and build trust with the right partners, so they don’t encounter unnecessary obstacles.

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📩 Let’s discuss your strategy. Reply to this email or book a call HERE.​

I read all the emails you write! :)
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See you when I see you!
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Laura

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P.S. I’m moving step by step to a new space where we can interact more, share insights, and learn from each other in a way that goes beyond a newsletter.

Join the community here: https://nas.io/k-class​