Relationship Building In Emerging Markets: Speaking The Language Of Hospitality

BusinessRelationship Building In Emerging Markets: Speaking The Language Of HospitalityByMidhat Zwayen,Forbes Books Author.for Forbes BooksAUTHOR POSTExpertise and opinions of authors published by ForbesBooks. Imprint operated under license. | Paid ProgramJun 15, 2026, 12:53pm EDTOne of my earliest business lessons was watching relationships being built and trust being earned over a cup of tea.gettyWhenever I am back in my birth country of Iraq, my house becomes a gathering point, a hub where people come together. Often, food is the focal point of these gatherings. This is not a coincidence; in Iraq, food has always been the language of trust and connection—a trait many countries share. In fact, relationship building in emerging markets often revolves around the language of hospitality, and the business leaders who master this language are the ones who tend to thrive in these environments. What a Cup of Tea Taught Me About Relationship Building in Emerging MarketsAs a teenager, I spent much of my free time helping around my father’s office. One of my favorite tasks to do there was preparing tea and coffee. This simple act of hospitality also gave me an excuse to be in the room when business meetings were held. By preparing the tea and coffee and making sure everybody’s cup stayed filled, I had a reason to stay in the room.In those meetings, I watched as my father and his colleagues interacted with all kinds of individuals: tribal leaders, international contractors, and government officials. I noticed how much happened around that cup of tea—important ideas exchanged, significant conversations had, consequential decisions made. Most significantly, I saw relationships being built and trust being earned, all over a cup of tea.How to Use the Language of Hospitality to Forge Business RelationshipsIn Iraq, having food and drink at meetings is normal and expected. I always advise Western leaders doing business in the country to have food on the table. I have had Iraqi busi...