The notion of face is one of the major features of the Chinese society. It is closely related to each individual’s place in the society. When comparing the notion of face with the Western conception of honor, honor and shame are more personal conceptions than the face, which is given by the group.
People of all cultures want to protect their face and their honor. Nobody likes to be embarrassed, criticized or humiliated. However, the Chinese have added a unique dimension, because it is up to everyone in an exchange not only to safeguard his own face, but also to preserve that of the others, that is, to save others from embarrassment. In negotiations, for example, the winner must give the loser a small tactical reward, especially when the identity of the loser can be determined. When a Chinese loses his face, he tends to adopt an impassive or empty expression as if nothing has happened. Sometimes, to escape embarrassment, a Chinese will simply inflict a mockery on himself.
The concept of the Chinese face often gives the Westerners the impression that the Chinese are hypocrites. Which is quite understandable, because to preserve his own face or the face of the others, a Chinese seeks to hide his true feelings and opinions.