Emoji Etiquette Around the World: Cultural Differences Guide

When a Thumbs Up Is Not Just a Thumbs Up

A few years ago, a colleague of mine was working with a team based in the Middle East. After a productive video call, he sent a quick thumbs up 👍 in the group chat to signal his approval of the plan they had discussed. What he did not realize was that in parts of the Middle East and West Africa, the thumbs up gesture can be considered rude or offensive — roughly equivalent to giving someone the middle finger in Western cultures.

The team was gracious about it, and nobody made a fuss. But the incident stuck with me. Here was a universally "positive" emoji in Western digital culture that carried a completely different connotation in another part of the world. It made me wonder: how many other emoji have meanings that shift dramatically across cultures?

The answer, after extensive research and conversations with people from dozens of countries, is that cultural emoji differences are far more widespread and significant than most people realize. Here are the major cultural pitfalls I have identified, and how to avoid them.

The Most Culturally Variable Emoji

👍 Thumbs Up

Let us start with the one that tripped up my colleague. The thumbs up is the second or third most-used emoji globally and is generally understood as approval or agreement in North America, Europe, and much of Asia.

However, in parts of the Middle East (particularly Iran and Iraq), West Africa, and some South American and Southern European communities, the thumbs up gesture has historically been considered rude — roughly equivalent to the middle finger in severity. The origin is debated, but the connotation is real.

In digital communication, things are shifting fast. A 2022 cross-cultural study by Rodrigues et al. in *Computers in Human Behavior* found that younger users in these regions increasingly interpret 👍 with its "global digital" meaning of approval, especially in professional settings. But awareness of the traditional meaning persists among older generations. Do not assume everyone reads emoji through the same cultural lens.

My recommendation: In international communication, 👍 is generally safe among younger, globally connected professionals. But if you are communicating with someone you do not know well in a region where the gesture has negative connotations, use ✅ or a written "sounds good" instead. Zero risk, same meaning.

🙏 Folded Hands

This emoji is one of the most debated in terms of meaning. In Western contexts, it is frequently used to mean "thank you," "please," or "prayer." In Japanese culture, where the gesture originates, it more specifically means "please" or "I am sorry" — the dogeza gesture of apology or earnest request.

In Hindu and Buddhist cultures, the gesture (called namaste or *anjali mudra*) is a greeting that carries spiritual significance. Using it casually as a "high five" — which Apple's original design somewhat encouraged by showing two different-colored hands — can feel dismissive. (Apple later changed the design to clearly show a single person's hands pressed together.)

The diversity of interpretations means that when you send 🙏, the recipient might read it as any of: thank you, please, prayer, sorry, namaste, hope, or high five. Usually context makes the intended meaning clear, but in ambiguous situations, adding a word or two helps.

🤙 Call Me Hand

In American and European contexts, this shaka or "hang loose" gesture is associated with surf culture and generally means "cool," "relax," or "call me." In Hawaii, where the shaka originated (commonly attributed to Hamana Kalili, a sugar mill worker in the early 1900s), it carries deeper cultural significance as a gesture of aloha spirit — friendship, solidarity, and good vibes.

However, in some Latin American countries, this gesture (with the hand held to the ear) specifically means "call me on the phone." And in parts of Southern Europe, a similar gesture can be an invitation to drink alcohol.

The differences here are relatively benign — nobody is likely to be offended — but the meaning you intend may not be the meaning received.

😊 Smiling Face with Smiling Eyes

This seems like the safest emoji in the world — a simple, friendly smile. In most Western cultures, it conveys warmth, friendliness, and sincerity. But cultural context can shift even this basic expression.

In Chinese digital communication (particularly on WeChat and Weibo), 😊 and the similar 🙂 can be used sarcastically or to express passive-aggressive displeasure. Chinese internet users have a specific term for this: *微笑* (wēixiào) — the "smile" emoji is so associated with veiled hostility that a 2021 survey by Tencent found it ranked among the top emoji that Chinese users over 25 use to express "I am displeased but being polite about it."

This is not universal among all Chinese speakers, and younger users may use it more in line with Western conventions. But it illustrates how even "obvious" emoji can carry hidden cultural weight.

💀 Skull

In English-speaking internet culture, the skull emoji overwhelmingly means "I am dead (laughing)" — it is a hyperbolic expression of finding something extremely funny. This usage is so dominant among younger demographics that many people are surprised to learn it has any other connotation.

But in many cultures, a skull is primarily associated with death, danger, and mortality. In Mexican culture, skulls have specific significance connected to Dia de los Muertos (Day of the Dead) — they are not morbid but celebratory and spiritual. In other cultures, using a skull casually in communication can feel jarring or disrespectful.

If you are in an international conversation and respond to someone's message with 💀, they may think you are making a comment about death rather than expressing that you found something hilarious.

🍆 and 🍑 The Innuendo Duo

The eggplant and peach emoji have become so strongly associated with sexual innuendo in English-speaking Western culture that their literal meanings (a vegetable and a fruit) have been almost completely overshadowed. Instagram even briefly blocked the eggplant emoji from searches.

This sexual connotation is not universal. In many cultures, 🍆 is just an eggplant. In Middle Eastern and South Asian cooking cultures, where eggplant is a staple ingredient, people use the emoji to discuss food without any innuendo intended. Similarly, 🍑 represents a peach in many Asian contexts without any secondary meaning.

Sending these emoji to someone from a different cultural background can create confusion in both directions — you might unintentionally make an innuendo, or you might misinterpret someone's innocent food reference as suggestive.

🤘 Sign of the Horns

In Western rock and metal culture, this gesture is the iconic "rock on" sign, popularized by Ronnie James Dio (who learned it from his Italian grandmother — as a protective ward against the evil eye, ironically). Concertgoers and music fans use it freely to mean "this rocks."

However, in Mediterranean cultures (Italy, Spain, Portugal, Brazil), this gesture is the corna — and it implies that someone's partner is being unfaithful to them. It is a serious insult. Imagine sending what you think is "great concert! 🤘" to an Italian colleague and they read it as a comment about their marriage.

The cultural divide here is sharp. What an American uses to say "this song rocks!" an Italian might read as a grave personal insult.

👌 OK Hand

The OK gesture has become culturally complex in recent years. Traditionally, it means "okay" or "perfect" in North America and much of Europe. In Japan, it can represent money (the circle formed by the fingers looks like a coin).

In Brazil, the 👌 OK gesture is considered vulgar — similar to the middle finger. In France and Belgium, it can mean "zero" or "worthless" (imagine telling a French chef their food is 👌 and they hear "zero stars"). In parts of the Arab world, it can be threatening. And since 2017, the gesture has been co-opted by certain extremist groups as a coded symbol, adding yet another layer of interpretation — the Anti-Defamation League added it to their hate symbols database in 2019.

This is one of the most culturally loaded emoji in existence. I avoid it in international communication unless I know my audience.

Regional Emoji Usage Patterns

Beyond individual emoji meanings, entire patterns of emoji usage differ by region:

East Asia

Japan: As the birthplace of emoji, Japan has the most sophisticated emoji culture. Japanese users tend to favor simpler, cuter expressions and use emoji more sparingly than Western users. Kaomoji (text-based emoticons like (╥_╥) and ٩(◕‿◕｡)۶) remain popular alongside graphical emoji. Specific emoji like 💮 (white flower — meaning "well done" in Japanese schools, stamped on good homework) and 🙇 (bowing person — indicating deep respect or serious apology) carry culturally specific weight that simply does not translate. South Korea: Korean digital culture, shaped by K-pop and Korean entertainment, has distinct emoji preferences. Heart emoji are wildly popular — Korean users deploy 💖, 💗, 💕, and 💞 with a variety and frequency that would feel excessive in Scandinavian chat. The 🫰 finger heart gesture (added in Emoji 14.0, 2021) is quintessentially Korean, popularized by K-pop idols as a one-handed way to flash a heart to fans. China: Chinese internet culture has developed rich emoji and sticker traditions largely independent of Unicode emoji. WeChat's custom sticker ecosystem (called *biaoqing bao*, 表情包) has over a billion sticker sends per day. Standard emoji are used too, but their meanings can diverge sharply from Western usage. The 🤭 face covering mouth is used for laughter. The 😄 grinning face can mean embarrassment. And as mentioned, 🙂 often signals passive-aggressive displeasure.

Middle East

Emoji usage in Arab countries tends to involve more formal and respectful expressions. The 🙏 folded hands and various flower emoji (especially 🌹 roses — which carry connotations of hospitality and respect in Arab culture, not just romance) are used frequently. Religious considerations influence emoji choices too — the 🍷 wine glass and 🍺 beer mug may be avoided in conservative contexts, while the 🕌 mosque and ☪️ star and crescent carry genuine reverence.

The concept of "face" (reputation, dignity) is central to many Middle Eastern cultures, and emoji that could be perceived as mocking or disrespectful are used more cautiously than in Western contexts.

Latin America

Latin American emoji usage tends to be warm, expressive, and heavy on hearts and affectionate emoji. Brazilian users, in particular, are among the most enthusiastic emoji users globally. The passion and warmth that characterize Latin American communication styles translate directly into more frequent and more varied emoji use.

The skull 💀 is used more literally in some Latin American contexts, particularly around Dia de los Muertos in Mexico, where it carries spiritual and celebratory rather than morbid significance.

Northern Europe

Scandinavian countries tend toward more restrained emoji use, mirroring cultural communication norms of lagom (Swedish for "just enough"). Finnish users, in particular, are known for sparse emoji usage — a single 👍 might be the most enthusiastic response you receive. If a Finn sends you two emoji, they are basically shouting. This is not coldness; it reflects deep cultural norms around understatement, directness, and not making a fuss.

Professional Emoji Etiquette Across Cultures

In professional settings, cultural emoji differences become even more important. Here are guidelines I follow for international business communication:

Start Formal, Follow Their Lead

When communicating with someone from a different culture for the first time, start without emoji. If they use emoji in their responses, you can mirror their style. If they keep it text-only, follow suit.

This "mirroring" approach is safe because it lets the other person set the tone. In my experience, professionals in international contexts are generally pragmatic about emoji — they may use them in informal internal communication while keeping external communication emoji-free.

Safe Emoji for International Business

Some emoji are broadly safe across cultures in professional contexts:

✅ Check mark — universally understood as "done" or "confirmed"

📊 Chart — data and reporting context

📅 Calendar — scheduling context

📧 Email — communication context

⭐ Star — highlighting something important

🎉 Party popper — celebration (use sparingly)

❤ Red heart — use only in appropriate contexts (team appreciation, not one-on-one unless established)

Emoji to Avoid in International Professional Contexts

🤣 Rolling on the floor laughing — too informal for many professional cultures

💀 Skull — meaning varies too much

👍 Thumbs up — potential cultural issues

🤷 Shrug — can seem dismissive

🙄 Eye roll — almost always inappropriate professionally

Any romantic/innuendo emoji — obvious but worth stating

Navigating Generational Differences

Cultural differences are not only geographic — they are generational. Within the same country, emoji usage and interpretation can differ dramatically between age groups:

Younger Generations (Gen Z, Gen Alpha)

Use emoji more symbolically and ironically. Consider many traditional emoji usage patterns "cringe." Have developed their own emoji vocabulary that older users may not understand. Tend to use emoji more fluidly across cultural boundaries due to global internet culture exposure.

Older Generations (Gen X, Boomers)

Tend to use emoji more literally. May use emoji less frequently. May not be aware of newer symbolic meanings (skull meaning funny, cap meaning lie). More likely to adhere to cultural norms around specific gesture emoji.

The Generational Communication Gap

A fascinating study showed that the same emoji could be interpreted positively by one generation and negatively by another. The thumbs up 👍 is a prime example — many Gen Z users find it cold or passive-aggressive when used by older people, while older users intend it as straightforward approval.

When communicating across generations, especially in professional contexts, being aware of these differences helps prevent misunderstandings.

Building Cross-Cultural Emoji Competence

If you communicate regularly across cultures, here are practical steps to develop your emoji fluency:

Research your counterpart's culture. Before an important international collaboration, spend fifteen minutes learning about gesture and expression norms in their culture. It shows respect and prevents accidental offense. Ask when unsure. If someone uses an emoji in a way you do not understand, it is perfectly acceptable to ask what they meant. Most people appreciate the interest in clear communication. Observe and adapt. Pay attention to how your international colleagues and contacts use emoji. Their patterns will teach you more about cultural norms than any guide (including this one). Use words as primary, emoji as supplementary. In cross-cultural communication, never let emoji carry the full weight of your meaning. They should enhance text, not replace it. This is good advice generally, but it is essential in international contexts. Stay humble. No matter how much you research, you will occasionally get it wrong. Cultural communication is complicated, and even people within the same culture may disagree on what an emoji means. Approach these moments with grace and willingness to learn.

The Beautiful Complexity of Emoji Across Cultures

When I step back and look at the big picture, the cultural variation in emoji meanings is not a problem to solve — it is a reflection of human diversity. The fact that 🙂 can mean warmth in one culture and seething displeasure in another is genuinely fascinating. Emoji, like all language, are shaped by the people who use them, not by the committee that standardized them.

As global communication increases, I expect some convergence in emoji meanings. The internet is a powerful homogenizing force — 😂 already means roughly the same thing everywhere, from Lagos to Osaka. But local emoji cultures will persist, just as local dialects and slang persist alongside global English. The 💮 will keep meaning "good job" in Japanese schools even if the rest of the world never learns that.

The key is approaching cross-cultural emoji communication with the same respect and curiosity you would bring to any cross-cultural interaction. Assume good intent. Ask questions when confused. Learn from the inevitable mistakes. And appreciate that these tiny pictures have become complex enough to reflect genuine cultural nuance — which means they are working even better than Shigetaka Kurita could have imagined when he drew 176 crude pictographs on a Japanese pager in 1999.