Greeting

The customary form of greeting is a light handshake accompanied by a smile.

If a woman is present at a business meeting, a greeting man should wait for her to extend her hand first. A woman is more likely to simply nod her head (a slight bow) or wave in greeting rather than offer a handshake.

Filipino women usually exchange cheek kisses when greeting each other (once on each side).

Close friends and relatives greet each other with handshakes accompanied by pats on the back. Women hug each other and exchange kisses.

The traditional greeting in this country is “Kumusta kayo” (How are you? – in Tagalog).

Introduction

Due to its historical development and geographical location, this island nation is home to many different nationalities and ethnic groups. The largest group comprises Christian peoples from the northern and central islands, whose cultural traditions show Spanish and American influences.

Many Filipinos have Spanish names without having Spanish ancestry. This is due to a law enacted in 1849, which required citizens to choose a Spanish name in addition to their local one. For this purpose, a catalog of Spanish names was sent to towns and municipalities.

As a result, your Filipino partner may have one or two given names and a surname consisting of two parts: the first being the mother's maiden name, and the second being the father's surname. For example: Pedro Garcia Santos or Analyn Mendoza Lopez.

Sometimes, you may see the prefix "y" in a Filipino surname, which means "and" — for example, Analyn Mendoza y Lopez. The abbreviation Jr. (Junior) is also quite common, as naming sons after their fathers is a widespread tradition in the country.

After marriage, women typically take their husband's last name. However, many also retain their maiden name, adding it to their husband's surname with a hyphen.

Close relatives, friends, and good acquaintances often address each other by first name or by nicknames, which are widely used in daily Filipino life. Wait until your partner offers to be addressed by their first name. If they share their nickname, you may be expected to share yours as well (if you have one). A shortened version of your name can be a good solution (for example, Nikolai becomes Nick).

When addressing a Filipino partner, be sure to mention their position, professional qualification, or academic title, if applicable — for example, Professor Cruz or Engineer Santos.

If you are unaware of your partner’s title, position, or qualification — or if none apply — use standard polite forms of address: Mr., Mrs., Ms., or Miss, followed by the surname.

Exchange of Business Cards

Exchanging business cards in Filipino society is quite common in both business and social settings. It is best to always carry an ample supply of business cards with you.

During official meetings, business cards may be exchanged either at the beginning or at the end of the meeting.

The text on a business card can be in English, which, along with Filipino, is one of the country’s official languages.

If your Filipino acquaintance or business partner writes their home or personal mobile phone number on their business card, it means they are genuinely open to discussing business matters, even outside of office hours.

There is no special or formal procedure for exchanging business cards.

Small Talk: Overview

At the beginning of a business meeting, be prepared for light small talk in a warm and friendly atmosphere. It’s important for your Filipino partner to form an impression of the person they might be working with. Conversations on non-business topics provide that opportunity and serve as the starting point for building personal relationships.

During communication, it’s best to maintain a soft, neutral, and polite tone, favoring vague or indirect expressions, and being careful not to unintentionally offend anyone present.

During casual conversation, show interest in your partner’s family. Family is the central core of life for most Filipinos.

Hierarchical relationships are very important in Filipino society, typically based on age and status (such as job position or academic title). It is essential to show special respect to such individuals and take their opinions into account during discussions.

Don’t forget to smile. Filipinos often smile to help create a kind and warm atmosphere in conversations.

Preferred Topics

Family and family-related events.

Mutual acquaintances and business contacts.

Local tourist attractions.

General economic issues related to business practices.

Taboo Topics

Political issues, especially those that directly affect the Philippines.

Social and economic living conditions in the country.

Discussions about foreign aid may provoke a sensitive reaction.

Various religious topics.

It’s best to avoid discussing corruption in Filipino society.

Any topic that could lead to a loss of “face” for your conversation partner. If such a topic arises, refrain from making sharp or provocative remarks.

Direct open opinions that require a response from a Filipino may trigger discomfort or rejection.

Personal Space

The comfortable distance for personal interaction in Filipino society is smaller than in many other cultures (such as those in Central and Northern Europe). During conversations, people tend to stand fairly close to one another, which may feel unfamiliar to foreign visitors.

Try not to increase the distance between you and your Filipino partner during a conversation — for example, by stepping back. This could make them feel uncomfortable or rejected.

Filipinos often behave expressively in conversations, especially when emotionally engaged in the topic. Physical gestures are common — for instance, they may pat someone on the back or touch their arm during the exchange.

Communication Specifics

In Filipino culture, the concept of “face” — along with “losing face” and “saving face” — is very important. It refers to a person's reputation, public image, and the impression they make on others. A person may "lose face" even by simply being forced to respond to an overly blunt or direct statement.

Filipino society is considered “high-context”. This means that a significant portion of communication is unspoken or implied — much of the meaning is derived from the situation, shared cultural knowledge, or long-standing relationships, rather than explicit words.

Non-verbal cues often carry more weight than spoken words. These may include gestures familiar to locals, facial expressions, or body language — all of which convey subtle but important information within the cultural context.

This style of communication is rooted in longstanding, interdependent relationships, often within large families or clans, where mutual understanding and shared interpretations develop over time.

If misunderstandings or ambiguities arise, foreign partners should not hesitate to ask their Filipino colleagues for clarification. Doing so shows respect and ensures smoother collaboration.

When communicating with Filipino partners, it’s crucial to pay attention to both verbal and non-verbal signals. Filipinos typically avoid saying a direct "no" to requests, as they value politeness and seek to avoid confrontation.

In building business relationships in the Philippines, always keep the concept of “face” in mind. In sensitive situations, it’s better to revisit a topic subtly and ask the same question from a different angle rather than expecting a straightforward “yes” or “no” answer.