In the west, we tend to appreciate straightforwardness and
honesty while the opposite often holds true in Asia. In countries like Japan
and China, the concept of “face” guides the daily interactions. Of course, the “face”
in question has nothing to do with human anatomy but rather, a highly
respectful way of relating to those around you.
This abstract custom can be divided into losing face and
saving face, sometimes also known as building face. Losing face is not limited
to one person; instead, it is the etiquette to prevent those around you from losing
face through embarrassment suffered on your behalf. Some examples include avoid
pointing out someone’s mistakes openly in front of a crowd; avoid causing a
scene in public; and to politely refuse a gift initially but always eventually accepting
the token. Building face on the other hand suggests honorable traits such as giving
credit to where it is due and shifting the spotlight away from yourself in
appropriate settings.
Although saving and losing face are taken into account
during all interactions in Asia, it is a great deal of importance and especially
visible in business environments. For instance, it is important to refrain from
physical contact in casual Western manner and to dress for the occasion to show
respect when conducting businesses. Inappropriate handling of these situations
could cause humiliation and potential lowering of status. The concept of face is
a combination of reputation, dignity and honor that could even outweigh the importance
of the original issue.
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