Language Reflects Culture: An Around-the-World Hospitality Dictionary

Language reflects culture. Some words are so deeply embedded in the cultural and emotional fabric of a society that they simply have no equivalent in another language. As Marieke de Mooij notes in her work, “it is the cultural and physical environment which explain why some languages have more words for one thing than for others".

By integrating insights from psycholinguistics, Holtgraves & Kashima show that language is a living system through which culture is sustained. They make a compelling case that language does more than reflect culture, it actively participates in constructing the cognitive and interpersonal landscapes that define a culture. The structure and habitual use of a language contribute to deeply ingrained cultural values, such as how people define the self, perceive others, and navigate social roles.

You might be wondering where I’m going with an article about language on a blog focused on hospitality and guest experience. Well, have you ever thought about language in hospitality and the language of hospitality around the globe? We created a jargon, which is English based, filled with terms like "DND", "check-in", "late check-out"... However, English doesn’t always capture the hospitality concepts and values that other cultures carry.

From Dutch to Spanish, each of the following 7 words encapsulates a culturally unique way of expressing hospitality and human connection. These concepts invite us to think more deeply about how culture shapes the emotional dimension of hosting.

Gezelligheid (Dutch)

Far more than “cozy,” gezelligheid describes a warm, socially intimate atmosphere, often among friends, around a table, or even in a well-designed space. It reflects a culture where emotional comfort and shared presence are highly prized, especially in informal gatherings. While Dutch society emphasizes personal autonomy, there’s a parallel appreciation for spaces that foster ease, warmth, and social closeness.

Sobremesa (Spanish)

In Spain, the table becomes a stage for connection, meals don’t end when the last bite is taken. Sobremesa, the time spent lingering at the table in conversation is a cultural institution, mainly on Sundays. It reflects an unhurried approach to time and a deep commitment to the social aspects of hospitality. This value resists commodification and instead prioritizes emotional resonance over transactional efficiency.

Nunchi (Korean)

Nunchi is a form of cultural intelligence: the subtle art of perceiving others' moods, unspoken cues, and social context. In Korean hospitality, this translates into attentiveness, anticipation, and emotional reading of the guest, skills that cannot be taught through SOPs. It underscores the value of harmony and the relational over the procedural, where great service is often invisible but deeply felt.

Savoir-faire & Savoir-vivre (French)

Savoir-faire and savoir-vivre are pillars of French hospitality, embodying the art of doing things well and of living gracefully. Savoir-faire is the instinctive ability to act with discretion, elegance, and tact, while savoir-vivre reflects a deep appreciation for pleasure, harmony, and social grace. Both are learned through cultural immersion, not rules, where gesture, tone, and detail matter as much as the product itself. This philosophy aligns with terroir, the idea that a place and its traditions give soul to food and wine. It’s why the French Gastronomic Meal is recognized by UNESCO, valuing not just cuisine, but the rituals of sharing, hosting, and savoring life.

Ta’arof (Persian)

This Persian code of politeness involves a ritualized exchange of offers and refusals or a dance of respect, humility, and mutual recognition. In Iranian hospitality, ta’arof may appear as excessive courtesy, such as refusing 3 times before accepting a meal, but it’s actually a sophisticated system of relational balance. For outsiders, it can be misunderstood; for locals, it is integral to the hospitality gesture. It reflects a worldview from a high-context lens and where generosity and dignity go hand in hand.

Shemomechama (Georgian)

Literally “I accidentally ate the whole thing,” this Georgian phrase expresses the joy of being overtaken by delicious food and good company. It reflects a culture where food is abundant, shared, and lovingly prepared, where the table is central to both celebration and daily life. In Georgian hospitality, there is no such thing as moderation when it comes to making a guest feel cherished, a common value of collectivist cultures.

Hyggemad (Danish)

This term refers specifically to food that evokes hygge, the Danish concept of comfort, warmth, and well-being. Think slow-cooked stews, candlelit dinners, and time spent with close friends. In Denmark, hospitality is often informal, emotionally nourishing, and deeply rooted in simplicity. It’s not about impressing the guest, but about making them feel entirely at ease.

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Relfexion: From words to experience, a strategy for storytelling?

So, how can we use these rich cultural nuances in practice?

Using culturally specific words can be risky in global advertising, they may be unfamiliar to international audiences. However, with the right framing and enough educational support, they can become powerful entry points into the target culture. They draw guests into a story, a tradition, a moment of genuine connection.

When used with care, they can inspire:

• Thematic activations that give depth to seasonal or local events

• Experience design that reflects authentic cultural values

• Marketing content that educates and invites curiosity

These terms can become the heart of a thematic event or local activation, they can be pretexts for immersion. Imagine a Sunday lunch celebrating sobremesa, a fireside experience around gezelligheid, or a menu inspired by hyggemad. With enough context and care, these activations enrich the guest journey and forge meaningful cultural connections. For hospitality professionals that integrate these concepts, it serves as a reminder: the most memorable experiences are rarely scripted. They are felt, shared, and deeply human.

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References I have read to write this article: 

• De Mooij, Marieke, Global marketing and advertising: Understanding cultural paradoxes

• Holtgraves & Kashima, Language and social behavior

• Hofstede, Geert, The 6-D model of national culture

For more insights and talk about this topic, feel free to contact me at lamya@lvsacrosscultures.com or connect with me on LinkedIn here!

Lamya Valter Schmidlin

Swans, Maison Assouline, London, captured by Lamya Valter Schmidlin