Chinese Concept of "Face"

No, it is not that pretty thing you look at every morning in the mirror. Rather, face is a social concept that is actually Chinese in origin. However, it does not fundamentally belong to the Chinese. This concept of face is prevalent all over the world, but plays a particularly important part in China's and other Eastern cultures.

Face has much to do with the dignity of an individual and how that individual is viewed by his peers. In the Western sense, face is alot like reputation. While one may argue that reputation and face is important in the west, it is even more important in Eastern cultures and plays a big role in social interaction.

In China, you can expect one to nurture many family and business contacts as the establishment and development of personal and business relationships is an important part of developing face. These relationships, or guanxi, form an intimate relationship as they are both inseparable. In my research, I found it interesting that these concepts were even codified by law in ancient Chinese cultures. Long time writer of Asian cultures Boye de Mente (whom I have written about in an earlier post) stresses the importance of face and guanxi today:

Both concepts are so deeply embedded in the culture that they continue to play leading roles in the everyday lives of the people.

So what does it mean to have "good" face? Essentially, this means that you have a good reputation and that you are highly thought of by your family and by your peers. It is an important attribute to be associated with as it can affect daily interactions. You would be viewed as honest and dependable. People would not shy away from doing business with you. If you are enacting a business deal, you want to make sure there is an element of prestige and honesty apparent in your counterpart before you break out the ink. Someone with good face will likely have more business contacts, suppliers, and connections to government officials. All of these are vital to establishing or developing a business. A bank or other financial institution equates face with fidelity and even sometimes views positive face as good credit! In this sense face has a certain "value" attached to it.

Now face isn't just your merits and accomplishments and the fact an individual is dependable or a "good" person. In order to have good face, you must take great care not to cause others to lose face. It is extremely important, especially in the business sense, that employers and colleagues take great care not to embarrass or openly criticize an individual in front of others. This would cause that individual to "lose" face.

So now you are wondering what this has to do with you and me. Well if you are foreign and hope to do business in China with any success, it is important that you understand the concept of face to avoid any social pitfalls. For example, if a peer or one of your bosses asks you to join him/her and others after work for a meal and drinks, refusing this offer can cause the individual to lose face in front of his/her peers. Remember this when you simply "don't feel like going." With that being said, it is important to note that in the process of earning and maintaining good face, Chinese may look to exploit others, especially foreigners. For this I have a personal story.

Several years ago I met a Chinese businessman when I was traveling along Australia's Gold Coast. We started talking and he invited me to go out with him and his colleagues. He was not the old stuffy businessman; he was the risk taking younger type, not too much older than me. So we hit it off and his crew proceeded to take me out to some lavish spots before returning me to my hotel. I left the next day but we kept in contact over the years and when my travels took me to China a few years later, we met in his city of Guangzhou. Though I didn't know it at the time, I was essentially "used" by him. At my expense he was able to increase his face among his peers and colleagues. He was in the process of working on a deal with a factory so he took me along (apparently in certain circles to be in touch with or know foreigners enhances status) and paraded me in front of all the textile workers, managers, and the like. He had me make phone calls to those colleagues that spoke English. I even met one of his foreign contacts alone since he was worried about his reputation.

Now I didn't go empty handed, I got to see alot of Guangdong province doing this kind of thing, meet alot of people, and ate some great food; and we did get along. I was young then, but looking back it makes me feel a little embarrassed as I was a tool to enhance his face. My willingness to please him could have been taken for weakness by others and would not of been beneficial for me in terms of face. It is a good lesson for me and one I will build upon in the future. While you should take care not to cause someone to lose face, you need to ensure you keep your dignity and your face in the process. A fine line to walk I suppose.

So what is a "green" foreigner to do? Consult an expatriate who has spent a long time in China or develop a friendship with someone who is Chinese and who you can trust. Remember, it is not just about accomplishments, but it is also about who you know and the reputation that precedes him/her. Strive to have good face and you will go far!