5 Lessons in Cross-Cultural Communication from People Living and Working Across APAC

The Asia-Pacific region spans 51 countries and territories and is home to more than 3,200 languages, making it one of the most diverse places on Earth to work as a communicator. So what does it take to build relationships and get your message across in a region this varied?

We put that question to three communication professionals with first-hand experience living and working in the region: Natalie Coulson, Managing Director of Kicking Goals Marketing Communications in Thailand; Maryanne Kepui, a cross-cultural awareness consultant working across Australia and Papua New Guinea; and Kazuko Kotaki, Associate Director at Edelman in Japan. Here's what they've learned.

1. Don't assume English will do the job

In a region with thousands of languages, English fluency can be misleading. Natalie has learnt to watch for nods and "yes" answers that don't hold up once questions come back the other way. The safer approach is to check understanding rather than assume it, and to be ready to bring in local language support when it matters.

2. Build trust before you expect action

Across the region, relationships tend to come before results. In Thailand, Natalie says you need a solid foundation of trust before you can expect any action at all, let alone a tight deadline. Rushing straight to directives and timelines rarely works. Slowing down to build the relationship first tends to get you there faster in the end.

3. Learn to read what's left unsaid

Indirect communication is common across much of APAC. Kazuko describes the Japanese concept of "reading the air," where a polite nod or silence doesn't necessarily mean agreement. Maryanne points to similar dynamics in Papua New Guinea, where avoiding shame or confrontation shapes how people raise concerns. The lesson: what isn't said is often just as important as what is.

4. Lead with strengths, not gaps

Maryanne uses a strength-based approach with her clients, asking what has worked well and what people are proud of, rather than opening with a list of gaps to fix. It's a small shift in framing that builds trust and buy-in far more quickly than a deficit-first approach, particularly when working across cultural or organisational differences.

5. Use AI and translation tools, but don't skip the human check

All three speakers use AI and translation tools regularly, but with a healthy dose of caution. Kazuko points out that while AI translation speeds up cross-border communication, it can also be exploited for cybercrime. Maryanne's rule of thumb: always get a back translation from a professional or native speaker before anything goes out the door, especially content that's been AI-assisted.

Cultural intelligence has no finish line. As Maryanne puts it, culture is constantly evolving, and staying curious is the real foundation for building lasting relationships across the region.