In the (business) cards around the globe

Sometimes a verbal introduction just does not cut it.

Take Taiwan.

I was there years ago to interview a Chinese pop star who said he spoke English. Consequently, no translator was called. When we met, this artist would not acknowledge my existence. He would not even look at me, let alone enter into conversation.

At first I thought the problem was the language barrier, then I thought it might just be a star trip kind of thing, and then I just stopped rationalizing altogether. Instead, I became frustrated, realizing I was going nowhere with this interview. I thought I had traveled across the world for nothing.

OK, I was jumping to conclusions.

Wrong ones.

Spotting the problem, one of the artist's entourage discreetly suggested I offer my business card to get things rolling. A strange idea, but I complied -- and am I glad I did.

My interview subject studied it for at least a full minute, looked up with a big smile, produced a business card of his own, and there was sudden rapport. We were off and running, and the interview went even better than I had hoped for.

As I learned then, exchanging a business card with a potential client is a ritual business travelers should examine with care.

Especially in Asia, the art of swapping can sometimes be like mastering a bit of performance art.

I learned a memorable lesson in Korean business card etiquette from a savvy Seoul hotelier.

After pulling one of his cards from its holder, this businessman clutched his right arm at the elbow. Then he reached toward me with the right hand outstretched to offer his card.

I accepted, but I felt awkward and did not know how to respond. Sensing my confusion, he explained, ``In Korea, it is out of respect that we use the proper gesture to give a person a business card. Holding my arm acts as a symbol for the way objects were passed hundreds of years ago.''

He went on to tell me that in those days, traditional dress included long-sleeved robes. Often, knives were hidden in this flow of fabric . So, any time someone needed to give something to another person in good faith, he would pull back the sleeve of the loose garment, thus proving he came to you unarmed and with honor.

Here are some rules for giving and getting business cards in Asia:

1. With the exception of the Philippines and India, take the trouble to have the backside of your business card printed in the language of record. You will earn extra respect from your foreign counterpart since you are acknowledging that English is not the only language in the world the business community can understand.

2. Be sure to include enough information on your business card. In Asia, recipients look for indications of company status and/or advanced education as a point of reference that will probably earn you extra respect.

3. If you are not sure of the proper etiquette in a particular country, present your business card in both hands, clutching it between your thumbs and your forefingers. Make sure the words are facing out so the recipient can immediately read the card .

4. When you are handed a card from a new business acquaintance, examine it carefully before looking up. Then either hold on to that person's card or place it carefully on the desk or table closest to you.

5. Do not fold, mutilate or write on the front of any Asian colleague's business card. This would be seen as a direct insult since the business card is considered an extension of a person's identity.