Apologizing

Why would I have a section just for apologizing? This is because, due to cultural differences, I would argue that the Japanese would apologize much more frequently than their western counterparts. This is perhaps because, in western culture, apologizing can be essentially also viewed as admitting to guilt. Thus apologizing can be view negatively and generally may have negative consequences for the apologizer.

In Japan, however, apologizing can be viewed as a positive quality of a person, with the person admitting to the fault of himself, colleague, or the company. Simply apologizing can build respect and trust amongst colleagues and clients. This is because apologizing shows that the person is not trying to evade wrongdoing by making excuses, and instead taking full responsibility makes an error, even if it is not even actually the apologizer's fault or control. Thus, it is not uncommon to read emails or hear people apologize even several times a day.

Likewise, trying to make excuses can be viewed negatively in Japan (although I would argue making excuses even in western culture can be viewed negatively if it's actually the person's fault) as it may make surroundings view you as dishonest (unless it is 100% clear that you should not apologize).

So when should you apologize and when not? This can be tricky but, as a general rule of thumb, I would say the business/salesman should typically always apologize and the clients should NOT have to, even if seller made no mistakes and clients make mistakes. This can be somewhat similar to the western slogan, "the customer is always right". In Japan it is viewed that clients generally shouldn't apologize, but often I find Japanese clients will also often apologize as well particularly if they realized they were at fault.

Some common phrases for an apology is as follows.

(Generally) Non-Business

ごめんなさい (Gomennasai) - Literally, "sorry". It can occasionally be used when asking for help, similar to "pardon me / excuse me"

すみません (Sumimasen) - This is probably what you would hear the most often, and is like a casual apology, and (like above) means "Excuse me" or "sorry".

(Generally) Business

申 し訳ございません（Moushiwakegozaimasen) - This is a stronger apology, literally meaning "(sorry), I do not have any excuses." This is the most formal and commonly used in business. This usually has a more strong emphasis on the apology, depending on the situation.

失礼致しました (Shitsureiitashimashita) - Similar to above, this is used in business, and can mean something like "(sorry), I have caused you trouble." I find this form somewhat slightly weaker than above however, and so perhaps can be used more frequently so you don't sound extremely sorry for things for little things and thus look overly apologetic. (For example, if you simply just mispronounced a person's name, nobody expects you to be overly apologetic. In this case, just say Shitsureiitashimashita, and then pronounce his or her name correctly afterwards.)