Ethiopia is a multi-cultural and multi-ethnic country. Religion is a major influence in Ethiopian life. Nearly half the population belongs to the Ethiopian Orthodox Church but there is a also large Muslim population. Others adhere to an ancient form of Judaism.

The Ethiopian Orthodox Church is proud of its origins. The country embraced Christianity in the 4th century, long before Europe. The feast of the Epiphany (“Timkat”) is the largest festival of the year. The Orthodox Church dominates the political, cultural, and social life of the population. It was the official religion of the imperial court and of the establishment until Haile Selassie was deposed in 1974.

Ethiopians can be very sensitive when it comes to communication. Since they have only recently begun working with foreigners in business situations they are still getting used to new ways of doing business and communicating.

As a general rule, they are humble and respect that quality in others. They generally speak in soft tones. Loud voices are seen as too aggressive. Ethiopians pride themselves on their eloquent speaking style and expect others to speak clearly and use metaphor, allusion, and witty innuendos. They often use exaggerated phrases to emphasize a point.