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Taarof

Taarof (Iranian Politeness)

  Taarof is a system of politeness that includes both verbal and non-verbal communication.
  Iranians protest compliments and attempt to appear vulnerable in public.
  They will belittle their own accomplishments in an attempt to appear humble, although other Iranians understand that this is merely courtesy and do not take the words at face value.
  In adherence to taarof, if you are ever offered something, like a tea or sweet, even if you want it, at first decline it until their insistence becomes greater.