“Visual similarity” is the thing that usually misleads us. For example, being Bulgarian, you may think that Scandinavians behave just like you, because they don’t wear a dishdash (a traditional men’s robe in Muslim countries), they don’t pray 5 times a day, they don’t frown when you give them something with your left hand, and they don’t really care where at the table you will put them. Generally, they eat, greet, and dress just like you, and it seems completely logical that they also make decisions, present their arguments, and sign contracts in a way no different to yours. When communicating with people who dress and eat like you, especially when you have a common language, you usually feel safe and relaxed, and you don’t think about any cultural peculiarities.