The Thai government announced in September 2004 that it is now formulating, writing and preparing to publish a guide on Thai etiquette for foreigners. The patience shown towards poor cross cultural etiquette by foreigners was exhausted when a poster was distributed for a US film showing a man sitting on the head of a statue of Buddha.
The poster illustrated the lack of cross cultural awareness individuals and companies can have when dealing with different cultures. Thailand is an overwhelmingly Buddhist country and the poster was seen as an act of degradation towards the holy.
'Hollywood Buddha', the film that caused the offence, is the story of a struggling film producer who turns to the Buddhism in order to find success. His new faith helps him to turn things around.
The poster had also angered Buddhist monks from Sri Lanka, Malaysia, and Burma. Around 500 monks took to the streets of Colombo, the capital of Sri Lanka, to protest against the film.
"Please Western people, or US government or US people or whatever people who is trying to degrade the Buddha, please stop that act," pleaded protesting monk Sachu Waru.
In response to the affair the Thai government is now preparing a guide book for foreigners to educate them in Thai etiquette, protocol and public behaviour.
The incident is a good example of why cross cultural knowledge is critical in international ventures. Had Philippe Caland, the film's director, applied a little cross cultural understanding and examined the possible repercussions of the poster, his film could have been a success in Thailand. Instead, revenue will be lost via the boycotting of the film by those offended by the poster.
Similarly, travellers to foreign countries must also ensure that they appreciate the differences in etiquette. Poor etiquette can and does lead to offense, which reflects poorly on foreigners and mars their visit.
© Kwintessential Ltd
