One of the challenges we face often in dealing with Asian business partners is that of languages and cultures. Australia’s wine markets have traditionally been Anglo and European countries, but Asia, as you can imagine, can be totally different from what you know. There are many elements to consider when discussing cultural sensitivity in Asia. One is the degree of homogeneity; second, spotting the national characteristics; and third, communication style. Hiro Tejima, Wine Australia’s Head of Market for Asia Pacific, discusses these important elements in this short talk.