In e na ional Jou nal o Cu en Science Resea ch and Re iew
ISSN: 2581-8341
Volume 08 Issue 10 Oc obe 2025
DOI: 10.47191/ijcs /V8-i10-16, Impac Fac o : 8.048
IJCSRR @ 2025
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5031 *Co esponding Au ho : Long Thanh Nguyen Volume 08 Issue 10 Oc obe 2025
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Explo ing Business Cul u al Elemen s in A College-Le el English Tex book
De Nguyen1, Long Thanh Nguyen2
1College o Fo eign Economic Rela ions. Ho Chi Minh Ci y, Vie nam
2Nguyen Ta Thanh Uni e si y, Ho Chi Minh Ci y, Vie nam
ABSTRACT: English ex books a e ega ded as he “ angible hea ” o any ELT p og am, so e ec i e communica ion may equi e
lea ne s o de elop in e cul u al unde s anding. This s udy aims o explo e he way cul u al elemen s a e ep esen ed h ough
di e en aspec s in he ex book Business Plus 1 (Helliwell, 2014). A de ailed analysis o he cul u al con en was conduc ed based
on he heo e ical amewo k o Co azzi & Jin (1999), while also being examined h ough Kach u’s (1992) model. The indings
indica e ha in e na ional cul u e appea s mos equen ly - pa icula ly Asian cul u e - ollowed by a ge cul u e, and leas o all,
lea ne s’ sou ce cul u e. Fu he mo e, coun ies in he Expanding Ci cle domina e he ex book, con eying he message ha local
cul u e is no gi en p imacy, unlike he adi ion o many o eign language eaching (FLT) ma e ials.
KEYWORDS: Cul u al elemen , English ex book, English language eaching, In e cul u al communica i e compe ence.
1. INTRODUCTION
Today, English is conside ed a lingua anca, a common language used o communica ion, especially in he ields o business
and comme ce, and sys ema ically employed o connec communi ies ha do no sha e he same mo he ongue. A he same ime,
when discussing he ole o English as a ool o os e ing in e cul u al communica i e compe ence, B da ić (2016) a i ms ha
language and cul u e a e insepa able; language mus be nu u ed by cul u e, while cul u e should be in eg a ed in o English eaching
o English o unc ion as a media ing language.
Cul u e has long been an essen ial and indispensable elemen in FLT. Because language and cul u e a e closely in e wined,
cul u al aspec s can ha dly be igno ed in language ins uc ion. Mos publica ions and ex books e lec he cul u e o he language
in which hey a e w i en. In o he wo ds, hey a e hea ily imbued wi h cul u al elemen s. EFL ex books a e designed o de elop
language p o iciency and communica i e compe ence o second language lea ne s, while also p o oundly in luencing lea ne s’
pe cep ions and a i udes owa d he communi y, o he s, and hemsel es. The e o e, i is necessa y o ensu e ha ex books e lec
cul u al di e si y o nu u e lea ne s’ abili y o pe cei e and app ecia e di e ences. Mo eo e , hey play a ole in aising cul u al
awa eness, encou aging global ci izenship, and a e ega ded as bo h a medium and a p oduc o cul u e (Teo & Kaewsakul, 2016).
In summa y, in oday’s e a o globalisa ion, as he wo ld becomes inc easingly “ la ” and dis ances a e blu ed, lea ning
English equi es lea ne s no only o mas e linguis ic skills bu also o alue cul u al di e si y - an essen ial ac o o educa ion in
mul icul u al en i onmen s and o p omo ing in e cul u al connec ions. Teaching cul u e should hus be conside ed an in eg al pa
o English as a Fo eign Language (EFL) ins uc ion, since one o he p ima y goals o FLT is o de elop in e cul u al communica i e
compe ence.
2. LITERATURE REVIEW
2.1 The Globalisa ion o English
English is a global language, p esen in almos all majo domains, including business, communica ion, educa ion, science,
and echnology. His o y shows ha he dominance o English o igina ed om he p ocess o coloniza ion and was la e ein o ced
by he powe ul ise o he Uni ed S a es a e Wo ld Wa II, as i became he wo ld’s leading economic supe powe . As a esul o
his de elopmen , Kach u (1992) in oduced he “Th ee Ci cles Model o Wo ld Englishes.”
The inne ci cle cons i u es he co e o English, comp ising coun ies whe e he language is spoken as a mo he ongue.
Na ions such as he Uni ed Kingdom, he Uni ed S a es, Aus alia, Canada, New Zealand, and I eland all in o his ca ego y. In hese
con ex s, English is na u ally acqui ed as a i s language and unc ions as he o icial medium in public li e.
The ou e ci cle consis s o coun ies ha we e his o ically shaped by coloniza ion om inne -ci cle na ions. Examples
include India, Pakis an, Bangladesh, and Sou h A ica. In hese socie ies, English does no se e as a na i e language bu has
de eloped in o an impo an lingua anca, la gely as a esul o he B i ish Empi e’s expansion.
In e na ional Jou nal o Cu en Science Resea ch and Re iew
ISSN: 2581-8341
Volume 08 Issue 10 Oc obe 2025
DOI: 10.47191/ijcs /V8-i10-16, Impac Fac o : 8.048
IJCSRR @ 2025
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The expanding ci cle e e s o egions whe e English is p ima ily employed o in e na ional communica ion and diplomacy,
and whe e i is augh as a o eign language in schools and uni e si ies. In such places, English holds no o icial s a us, ye i plays
a c ucial ole in c oss-bo de in e ac ion. Coun ies like Japan, Thailand, China, Ge many, F ance, and Russia a e ypically classi ied
wi hin his ci cle.
Acco ding o Kach u’s (1992) model, Vie nam can be classi ied wi hin he expanding ci cle, whe e English is augh as a
o eign language.
2.2 In e cul u al Communica i e Compe ence
Acco ding o By am (1997, 2021), in e cul u al communica i e compe ence is a complex concep , unde s ood as he abili y
o achie e mu ual unde s anding h ough sha ing and in e ac ion among indi iduals wi h di e se social iden i ies and pe sonal
cha ac e is ics. In o he wo ds, i is he abili y o unde s and and communica e e ec i ely wi h people om di e en cul u al
backg ounds. The componen s o his compe ence encompass knowledge, skills, a i udes, and alues ied o one’s social iden i y.
By am (1997, 2021) a gues ha an “in e cul u al speake ” is someone open-minded, who accep s di e ences, and is eage o lea n
abou he alues and belie s o o he s. Mo eo e , a success ul “in e na ional speake ” can iew hemsel es om he pe spec i e o
o he s
2.2 Cul u e in English Language Tex books
In he cu en educa ional con ex , EFL class ooms a e conside ed he p ima y channel h ough which lea ne s access cul u al
in o ma ion, as hey ha e limi ed oppo uni ies o expe ience au hen ic cul u al en i onmen s. Tex books, in pa icula , a e ega ded
as an essen ial sou ce o cul u al knowledge and se e as undamen al ools o p omo e bo h language lea ning and cul u al
acquisi ion. In ac , EFL ex books a e o en e e ed o as he “ angible hea ” o he en i e English language cu iculum. Speci ically,
Co azzi and Jin (1999) a gue ha ex books can simul aneously play he oles o eache , guide, esou ce, aine , au ho i y, and
ideology. Wi hin EFL eaching, hey a e expec ed o o e mul iple cul u al pe spec i es and oices, helping lea ne s be e
unde s and di e se iewpoin s and ideological alues (Shin e al., 2011).
In ecen yea s, nume ous s udies ha e in es iga ed he ep esen a ion o cul u al con en in EFL ex books. A a ie y o
app oaches ha e been adop ed, anging om quali a i e o mixed-me hods and semio ic analysis. Co azzi and Jin (1999) sugges
ha cul u al elemen s in EFL ex books a e o en ca ego ized in o h ee g oups: lea ne s’ local cul u e, he a ge cul u e o na i e
English-speaking coun ies, and in e na ional cul u e, which e lec s di e si y om ac oss he globe.
Some schola s ha e no ed ha ELT ex books o en exhibi cul u al bias by emphasizing he no ms o he a ge language,
he eby in luencing lea ne s’ pe cep ions o hemsel es and o he s. Fo example, Yuen’s (2011) s udy in Hong Kong ound ha
Ame ican cul u e domina ed ELT ex books, while A ican cul u e was excluded. In Thailand, Thum ichi (2018) also ound ha
al hough eache s emphasized he impo ance o in e cul u al con en , English ex books p ima ily ocused on English-speaking
coun ies and a ely men ioned Thai cul u e.
Howe e , o he s udies ha e e ealed a mo e di e se end in cul u al ep esen a ion. Che and Fa ah (2024) ound ha English
ex books published in China placed s ong emphasis on local cul u e, while also inco po a ing a ge and in e na ional cul u es;
s uden s gene ally exp essed posi i e a i udes, pa icula ly owa d local cul u e. Simila ly, Zhang and No din (2025) no ed ha he
ex books cu en ly used in China p ima ily ocus on in e na ional and sou ce cul u es, while he cul u e o na i e English speake s
is no cen al. Based on hese indings, he au ho s p oposed a mo e balanced in eg a ion o cul u al elemen s o enhance lea ne s’
unde s anding and encou age hei ac i e engagemen .
Rega ding a ie ies o English, Ma suda (2018) no ed ha EFL ex books p ima ily ocus on s anda d a ie ies om he
Inne Ci cle acco ding o Kach u’s (1992) Th ee Ci cles Model, while he Ou e and Expanding Ci cles ecei e li le a en ion.
Follow-up s udies, such as hose by Sy be & Rose (2018) and Tajeddin & Pakzadian (2020), con i med ha B i ish English and
o he Inne Ci cle a ie ies a e o en ega ded as he s anda d, o e shadowing non-na i e English speake s. In Sweden, Lejono d
(2022) ound ha EFL ex books almos en i ely excluded he Ou e Ci cle, he eby ele a ing he Inne Ci cle as he dominan
au ho i y and highligh ing he need o a mo e c i ical and inclusi e app oach o ex book con en . Meanwhile, Wakhidah &
Adi ya ini (2021) emphasized he impo ance o balancing English a ie ies in Indonesian ex books, whe e all h ee ci cles a e
ep esen ed.
In e na ional Jou nal o Cu en Science Resea ch and Re iew
ISSN: 2581-8341
Volume 08 Issue 10 Oc obe 2025
DOI: 10.47191/ijcs /V8-i10-16, Impac Fac o : 8.048
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To da e, no esea ch has analyzed cul u al elemen s in he ex book Business Plus 1, which is cu en ly used in colleges in
Vie nam. The e o e, he p esen s udy aims o examine which ypes o cul u e a e ep esen ed and o de e mine whe he he ex book
mee s he cul u al and educa ional needs o Vie namese EFL college s uden s. F om his, he s udy seeks o p opose implica ions o
enhancing lea ne s’ in e cul u al awa eness.
3. RESEARCH QUESTIONS
Wha ypes o cul u al elemen s a e ep esen ed in he Business Plus 1 ex book, and which one is mo e p ominen ?
4. METHODOLOGY
This s udy employed con en analysis o examine how cul u al elemen s a e ep esen ed in he Business Plus 1 ex book. The
esea ch was conduc ed using Business Plus 1, i s published by Camb idge Uni e si y P ess in 2014 and subsequen ly ep in ed
se e al imes. This ex book is cu en ly used o English ins uc ion a he college le el in Vie nam. The analysis ocused on eading
passages, audio eco dings, and asks ela ed o cul u e, while exe cises p ima ily conce ned wi h ocabula y and g amma , wi h
li le cul u al ele ance, we e excluded.
5. FINDINGS AND DISCUSSION
5.1 F equency o Cul u al Ca ego ies
The con en s o he ex book, speci ically om Uni 1 o Uni 10, we e analysed, and he equency o sou ce cul u e, a ge
cul u e, and in e na ional cul u e was eco ded by sec ion. De ailed esul s a e p esen ed in Appendix A, while he o e all equency
dis ibu ion ac oss he ex book is illus a ed in Figu e 1.
Figu e 1: F equency o Cul u al Ca ego ies
The da a om Figu e 1 indica e ha in e na ional cul u e accoun s o he mos signi ican p opo ion (64%), while sou ce
cul u e is limi ed (14%), and a ge cul u e is mode a e (22%). Unlike p e ious s udies ha o en emphasised he a ge cul u e
(Thum ichi , 2018; James & Aziz, 2020; Ka akuş, 2021), his s udy e eals ha in e na ional cul u e holds a dominan posi ion,
accoun ing o mo e han hal o he cul u al elemen s in he ex book. This e lec s a new o ien a ion in FLT - guiding lea ne s
owa d a mul icul u al language lea ning expe ience. In his app oach, lea ne s a e encou aged o de elop no only language skills
bu also he abili y o unde s and and in e p e di e se cul u es (Kilickaya, 2004).
The analysis also e eals ha Business Plus 1 has made an e o o cons uc mo e di e se con en by ocusing on
in e na ional cul u es. Ne e heless, he sou ce cul u e emains unde ep esen ed, making up only 14%. The e sion used in Vie nam
was w i en by o eign au ho s and designed o he Asian egion; he e o e, con en ela ed o Vie nam is a ely ea u ed, while
coun ies such as Thailand, Japan, China,… a e mo e equen ly ep esen ed. In sho , he ex book e lec s he global o ien a ion o
i s au ho s om Camb idge Uni e si y P ess, a he han ocusing on he a ge cul u e as adi ional EFL ex books ha e o en done,
o on local cul u e as ex books w i en in Vie nam end o emphasise.
12
19
54
020 40 60
Sou ce cul u e
Ta ge cul u e
In e na ional cul u e
14%
22%
64%
Sou ce cul u e Ta ge cul u e
In e na ional cul u e
In e na ional Jou nal o Cu en Science Resea ch and Re iew
ISSN: 2581-8341
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DOI: 10.47191/ijcs /V8-i10-16, Impac Fac o : 8.048
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5.2 F equency o he Th ee Ci cles
The nex s age o analysis ocused on iden i ying nouns ela ed o coun ies, egions, o con inen s in he ex book. These
coun ies we e ca ego ised acco ding o Kach u’s (1992) Th ee Ci cles model: Inne Ci cle, Ou e Ci cle, and Expanding Ci cle.
The equency o occu ence o each coun y ac oss pages om Uni s 1–10 is p esen ed in Appendix B, while he o e all esul s
acco ding o he Th ee Ci cles model a e illus a ed in Figu e 2.
Figu e 2: F equency o he Th ee Ci cles
Figu e 2 illus a es ha cul u al elemen s om he Expanding Ci cle accoun o he mos signi ican p opo ion (63%) o he
ex book’s o e all cul u al con en . No ably, he Inne Ci cle comp ises 23%, ep esen ing he coun ies conside ed he a ge cul u e.
This 23% can be ega ded as ela i ely balanced when compa ed wi h he indings o Sy be & Rose (2018) and Tajeddin &
Pakzadian (2020), whe e he Inne Ci cle o e whelmingly domina ed, while cul u es om he Ou e Ci cle we e ei he excluded o
po ayed wi h bias.
In addi ion, he ex book e e s o a o al o 38 coun ies, including Vie nam, six Inne Ci cle coun ies, nine Eu opean
coun ies, wo Cen al Asian coun ies, wo A ican coun ies, h ee Sou h Ame ican coun ies, and i een Asian coun ies. This
demons a es ha Business Plus 1 p o ides lea ne s wi h a di e se ange o cul u al in o ma ion om ac oss i e con inen s.
Acco ding o Table 1, wi hin he Inne Ci cle cul u es, he Uni ed Kingdom is mos dominan a 48%, ollowed by Aus alia
and he Uni ed S a es, each a 22%. Canada accoun s o 5%, I eland 4%, while New Zealand is ep esen ed he leas , a only 1%.
Table 1: Ca ego ies o inne ci cle coun ies
Inne ci cle coun ies
F equency
Pe cen age (%)
UK
47
48
Aus alia
22
22
USA
20
22
Canada
5
5
I eland
4
4
New Zealand
1
1
Acco ding o Figu e 3, Thailand is he mos equen ly men ioned coun y (58 imes), ollowed by China (55 imes), along
wi h o he coun ies such as he Uni ed Kingdom, Japan, Indonesia, he Uni ed S a es, F ance, Sou h Ko ea, and Vie nam. The
esul s indica e ha he ex book places conside able emphasis on in e na ional cul u e, pa icula ly in Asian coun ies. No ably, he
inclusion o Vie nam in he op 10 sugges s ha he au ho s in ended o add ess he needs o he Asian egion, including Vie nam.
99
63
280
050 100 150 200 250 300
Inne ci cle
Ou e ci cle
Expanding ci cle
Inne ci cle
23%
Ou e ci cle
14%
Expanding ci cle
63%
In e na ional Jou nal o Cu en Science Resea ch and Re iew
ISSN: 2581-8341
Volume 08 Issue 10 Oc obe 2025
DOI: 10.47191/ijcs /V8-i10-16, Impac Fac o : 8.048
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Figu e 3: Ten mos equen ly men ioned coun ies in he ex book
5.3 Vocabula y F equency in he Tex book
The analysis o ocabula y equency in he Business Plus 1 ex book, using NVi o 11 so wa e, is p esen ed in Figu e 4.
Figu e 4: Wo d F equency Analysis om he Tex book
The wo d cloud in Figu e 4 illus a es he equency o wo ds appea ing in he ex book. No ably, he key e ms highligh ed
a e ela ed o he wo kplace, such as wo k, o ice, company, pa ne , business, and people, indica ing ha he ex book’s p ima y
ocus is on he business en i onmen and p o essional ela ionships. This clea ly e lec s he cul u al o ien a ion o he ex book,
which cen es on wo kplace and business con ex s. In addi ion, he p esence o China and Thailand sugges s ha he ex book does
no solely ocus on a ge cul u es (such as he UK and he US) bu pays conside able a en ion o coun ies ou side he Inne Ci cle,
pa icula ly Asian na ions. This e lec s he shi in globalisa ion ends in business.
17 17 17 20 22 25
40
47
55 58
0
10
20
30
40
50
60
70
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In summa y, he analysis e eals ha in e na ional cul u e accoun s o he la ges sha e in Business Plus 1 (63%), wi h a
signi ican po ion de i ed om Asian con ex s - se ings ha a e amilia and ele an o Vie nam. This e lec s a mul icul u al
o ien a ion consis en wi h he concep o Business English as a Lingua F anca, which emphasises in e ac ions be ween na i e and
non-na i e speake s in he global business en i onmen (Louhiala-Salminen & Kankaan an a, 2011). In con as o many adi ional
ELT ex books ha ocus p ima ily on na i e-speake cul u es (Rose & Galloway, 2019), Business Plus 1 co e s 38 coun ies ac oss
i e con inen s, ep esen ing all h ee o Kach u’s (1992) ci cles o English, wi h he Expanding Ci cle being dominan (63%) and
he Inne Ci cle accoun ing o only 23%. This app oach educes he dominance o na i e-speake no ms and mo es owa d cul u al
balance (Pullin, 2015; Sy be & Rose, 2018).
Ne e heless, he sou ce cul u e - Vie nam (14%) - emains unde ep esen ed. This highligh s he need o in eg a e mo e
Vie namese cul u al con en in o lessons o make hem mo e ele an and meaning ul o lea ne s, while also p o iding g ea e
lea ning mo i a ion (Canaga ajah, 2013). Fu he mo e, he wo d cloud in Figu e 4 demons a es ha he ex book’s hemes e ol e
a ound wo k, business, and in e na ional communica ion, con ibu ing o he de elopmen o in e cul u al awa eness and clea ly
e lec ing he ole o English as a lingua anca in business (Bake , 2020).
6. CONCLUSION
The s udy examined how cul u e is in eg a ed in o an EFL ex book in he con ex o English as he global language o
business. The indings e eal ha in e na ional cul u e is dominan , a ge cul u e is mode a ely ep esen ed, while sou ce cul u e
emains limi ed. The ex book e lec s di e si y ac oss all h ee o Kach u’s (1992) cul u al ci cles; al hough no en i ely balanced,
i con ibu es o os e ing lea ne s’ mul icul u al awa eness and aligns wi h he o ien a ion o English as a lingua anca in business.
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