Cracking the code: Understanding the cultural nuances in a Chinese German agency client engagement

By Michaela Krause

Recently, our mentor and PR veteran David Josephs asked me about the significant changes I've seen in our communications agency over the years. One trend really stood out: when I first started in communications about 15 years ago, my clients were mostly German or UK-based managers from international companies producing goods worldwide. But in recent years, Laika and I have noticed a marked increase in Chinese clients approaching us directly, bypassing intermediaries. This shift has led Laika to handle communications for emerging brands such as Tineco, Segway Navimow, Ecoflow, and others. Almost monthly, we receive Chinese requests for proposals (RFPs) that would have seemed unlikely not so long ago. This shows we’re doing something right in attracting Chinese clients, but it also highlights the need to go beyond a Western-centric view and grasp the cultural nuances in Chinese-German client relationships. So, let’s dive into some key experiences and insights.

Dealing with the Great Firewall and time zone challenges

Let’s start with something close to our daily grind: technology. We’re used to tools like Google Meets and Drive working seamlessly. However, working with Chinese clients means saying goodbye to some of these important tools. Google? Not an option. While Zoom often manages to get through, we’ve had to adapt to new apps that are more popular and not restricted in China. 

Maneuvering the 9-9-6 work culture and time zone challenges

While Germany debates a 4-day work week, the reality for our Chinese colleagues is a 9-9-6 schedule—nine hours a day, six days a week, even though the legislation limits it to 8 hours a day and a maximum of 44/week. This stark contrast of what’s the rule and what’s the reality can clash with our seemingly more balanced work-life ethos. Hofstede’s research sheds light on this: China’s culture places a higher value on work and productivity compared to Germany’s emphasis on balance. Navigating these differences requires respect and flexibility on both sides. And then there’s the time zone challenge—more complex than dealing with the US West Coast. We’re more than grateful for the flexibility of our Chinese clients in managing these hurdles.

The middle man might still exist - but he is no longer a Westerner

I mentioned earlier that Chinese clients often seek us out directly, bypassing intermediaries. However, at the same time we’re seeing a rise in specialized Chinese-run agencies acting as intermediaries. Those now help us navigate the Chinese market. The good news: Chinese business practices typically involve building long-term relationships, and we can proudly say that we are currently amidst our third year working with Tineco. Knowing how much the typical German loves a long term partnership, here is where both cultures align extremely well.

Navigating language barriers 

While I write these lines in English, with German as my mother tongue, I am painfully aware of how limiting language barriers can be in transporting ideas, intentions, and goals. And while we do have many languages under our belt within the Laika crew (If I count correctly it’s ten: German, English, French, Spanish, Dutch, Flemish, Ukrainian, Russian, Arabic, Polish), there is not a single Asian language we speak. This obviously brings us to a big challenge — navigating language barriers. Tools like Google Translate, DeepL, ChatGPT and others can only do so much at this point in time to break the language barrier. And while years ago it would have been impossible to navigate this challenge, it remains a constant hurdle to overcome, to not get lost in translation and to twist words and expressions in order to bring the right message and meaning across. 

“I know that I know nothing.” (Socrates)

To be honest, working with Chinese clients initially felt like stepping into the unknown. It was a humbling experience, to say the least, as we didn’t really know what to expect. Now, we wouldn’t call ourselves experts in Chinese culture by any means, but we are learning bit by bit more about differences in customs, holidays, and ways of working (together). It’s this curiosity and open-mindedness that is needed to succeed in a collaboration with each other.

Driven by pressure — KPIs as the holy grail

Success in collaboration is often measured by results, and many Chinese clients initially focus on specific KPIs like clipping volume, ad value, or reach. While these metrics are important, they can sometimes overlook the quality of work and results measured by other metrics. Hofstede’s achievement vs. ascription dimension helps explain this focus on quantifiable results in China, where performance metrics are crucial for evaluating success. Our goal is to balance these quantitative measures with a focus on the quality and depth of our work.

Risk-takers vs. risk-avoiders

Did you know that there's a concept called the "Uncertainty Avoidance Index" that maps how different cultures handle uncertainty? According to Hofstede’s research, Germany scores extremely high in this dimension—about 65. This reflects our strong preference for structured conditions and clear rules, a well-known trait that typically defines our approach. In stark contrast, China scores much lower at around 30. The Chinese are more comfortable with ambiguity and uncertainty, displaying greater adaptability and entrepreneurial spirit. This difference can create some interesting dynamics! In practice, this divergence became evident when our German team insisted on a long-term planning horizon, while our Chinese partners preferred making decisions on shorter notice. Where Germans might view a budget as a fixed limit, our Chinese clients are often open to adjusting the scope and increasing the budget if they see additional value. This flexibility can be refreshing, but it also requires a balancing act. We’ve learned that, while we need to stand firm in some aspects—since simply throwing more money at planning problems doesn’t always resolve them—we also need to adapt to the more forgiving and agile nature of our Chinese partners. 

Maintaining harmony in conflict

Chinese approaches to conflict resolution emphasize preserving social harmony and avoiding direct confrontation. In our experience, this frequently leads to indirect communication. In contrast, German culture (at least according to sociologists) values straightforwardness, which can create tension. Our German Space Dogs can be quite blunt — and don’t even get us started on our Dutch colleague! According to Hofstede, China’s collectivist culture prioritizes group harmony, while Germany’s individualist culture values directness. Building trust and understanding each other’s communication styles are key to managing conflicts effectively, and to start getting each other's intentions right from the start.

The media etiquette is just… different

Finally, our core discipline at Laika is PR and media relations—services most Chinese clients seek from us. The differences in media practices between China and Germany are striking. Chinese media operates under a centralized system with significant government influence, focusing on promoting social stability and aligning with national interests. In contrast, German media emphasizes investigative journalism and diverse viewpoints, with a strong commitment to press freedom. Our local media often scrutinizes government actions and societal issues openly, aiming for transparency and accountability. Sounds familiar to the point about harmony above? Yes, to Chinese clients it can come as a shock how critical and cynical media reports can be - so education and expectation management are key.

So, what’s next?

Engaging with Chinese clients has been a journey of discovery and adaptation for us. Understanding the cultural nuances—from technology and work ethics to communication styles and media practices—has required flexibility, respect, and a willingness to learn. Ultimately, it is through cultural empathy and continuous learning that we build stronger partnerships and achieve mutual success. We look forward to continuing to develop and nurture our relationships with Chinese companies in the years ahead.