Empower Your Brand with Asian Virtues-Part 1

July 7, 2025

By Christian Ponce

A temple stands serene beneath a breathtaking sunrise.

Humility is highly valued and widely embraced in many East Asian cultures, where boasting and grandiose self-promotion are often discouraged. This stands in contrast to many Western norms, where self-assertion and individual achievement are more culturally accepted. This isn’t a criticism—just a reflection of differing cultural frameworks and what they prioritize.

Along with Greece, the Roman Empire played a significant role in shaping and disseminating Western culture as it is known today. From men shaving their beards to women wearing elaborate hairstyles and makeup, individualism and self-expression have always been highly valued. A large number of Americans and Latin Americans can trace their ancestry to Europe. The Spanish crossed the ocean in search of new trade routes and ultimately discovered the Americas, which became known as the New World. That mission was driven by personal ambition. English settlers followed, landing in Jamestown, Virginia. While many came seeking religious freedom, millions also came to own land and build new lives. In simple terms, personal drive and individualism have shaped many of the values we still hold today.

Conversely, Asian cultures are rooted in collectivism, where the group is prioritized over the individual. Humility is not only valued but also intentionally cultivated and passed down through generations. This mindset is also reflected in how people refer to themselves: the family name comes first, followed by the given name.

Community is at the Core

This mindset is present even in the corporate world. In 1959, Toyota set up operations in the City of Aichi , formerly known as Koromo, where many of its factories are located. There employees have housing, supermarkets, schools, and everything they need to live successfully.

You see it in everyday behavior, too. In Japan, children are taught from a young age to clean everything they use. Kindergarten students as young as four are responsible for cleaning their classrooms. Amazing. These small, consistent actions reflect a culture of humility.

During the 2022 FIFA World Cup in Qatar, Japanese fans gained international attention when they were seen cleaning up the stadium after one of their matches. For them, it was just normal.

Oxford Dictionary defines humility as “a low view of one’s importance.”

But I’d caution against confusing humility with low self-esteem. Humility is a virtue. Low self-esteem is rooted in a negative self-perception that can lead to anxiety and depression. And let’s be clear: some of the most advanced societies in the world—Japan, South Korea, Taiwan—are grounded in humility, and their brands speak for themselves.

Humility in Branding and Marketing

So, what are some benefits of embracing humility in your branding, you may ask?

Here are a few:

It nurtures self-awareness.

In a Harvard Business Review Ideacast titled “Great Leaders Balance Ambition with Humility,” Amer Kaissi, a professor at Trinity University in Texas, explains that humility keeps you grounded and self-aware. When paired with ambition, it enables you to reach for the stars while still believing in and supporting those around you.

This is particularly important when approaching diverse audiences, such as the Asian community. You won’t come across as self-centered. Instead, your message reflects openness, and that builds trust.

Kaissi notes that self-aware people are open-minded and teachable. He shares that one root of the word “humility” comes from the Latin “humus,” meaning “close to the ground.”

In branding and marketing, that means being close to your team and open to new ideas. Self-awareness helps sharpen your cultural intelligence, enabling you to relate to those who are different from you. And let’s face it—everyone grows up in a different house. The more honest you are with yourself, the more you'll understand others. That makes your brand more relatable, empathetic, and believable.

It invites listening instead of telling

In her book Heart Over Hype, Jaime Hunt emphasizes the importance of listening to our audiences. So, how do we build an authentic, distinct,  resonant brand, she asks? 

The first step to standing out is tuning into your audience. They know what makes your institution unique. And if you are willing to ask, they’ll tell you. 

Hunt also mentions that people don’t just buy things—they buy what those things make possible. They buy what those things make them feel. I agree. And to get there, you have to listen.

Humility isn’t about limiting youself as a marketer. It’s about knowing you don’t have all the answers—and that’s okay. Especially in multicultural work, people can sense authenticity. That’s where trust begins, and where extraordinary storytelling lives.

In his book 7 Habits of Highly Effective People, Stephen R. Covey said it best:

Most people do not listen with the intent to understand; they listen with the intent to reply.

It Fuels Collaboration

We all say we value collaboration, but it doesn’t always happen. Not out of malice, but because we’re overwhelmed by urgent deadlines, so we default to working alone. But what if collaboration were part of your brand’s personality?

Me vs. We

Flip the “M” in “Me” and you get “We.” That’s collaboration. And it requires humility—even from those in the driver’s seat. Sometimes that means stepping back, checking your ego, and embracing koinonia, another Greek word for fellowship and participation. You may already have a strong concept, but it's still worth brainstorming. You put your idea in the ideabox for a moment and ask the team, “What could be better?” Maybe you’ll surprise yourself and win your next Clio. Or perhaps you still go with your idea, but you’ll know you honored the process.

Trust vs. Fuss

As a leader, I remind my teams that there’s a difference between problem-solving and complaining. The first seeks solutions; the latter just voices frustration. Teams in silos tend to complain more because they lack the complete picture. Collaboration helps fix that. It fosters trust and brings faster, better solutions to the table.

Wow vs. What. 

Collaboration inspires creativity. When we work alone, we often end up with “What?”—confusion and mixed messages. But when we work together, we create the “Wow.” Clear, inspiring, brilliant work. That’s teamwork! By embracing the Asian virtue of humility, we can cultivate stronger teams, sharper brands, and develop more inclusive and creative marketing strategies. Some of the world’s most iconic brands came from the Far East. And that’s no coincidence.

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