What ‘Face’ Means in Chinese Business Culture

10/10/2013 Sean Upton-McLaughlin 51 Comments

Most Westerners who are planning to travel to China for business have almost certainly heard of the concept of “Face,” or Miàn Zi (面子). China’s more hierarchical society certainly places a great deal more emphasis on Face daily life, business, and politics.

However, it can be difficult for Westerners new to China to understand specific rules for Face in China, as well as the different contexts in which it should be used.

For example, what actions will cause someone to gain or lose Face? In what situations should Face be given? And how will Face affect your business and life in China?

In the following article, several of the basic points surrounding Face will be explained, which all Westerners need to be familiar with to succeed in China.

What is Face?

In China and much of Asia, Face represents a person’s reputation and feelings of prestige within multiple spheres, including the workplace, the family, personal friends, and society at large. The concept of Face can be understood more easily by breaking it down into three separate components: the individual view, the community view, and actions.

The Individual View:

This pertains to the amount of prestige individuals feel based on their accomplishments and the amount of respect they feel they are due based on their position and status, such as in a company or at home.

For example, in the modern Chinese economy, there are many opportunities to buy status symbols, which help a person gain prestige. And in China’s hierarchy-focused society, the respect a person is due (or felt due) is determined first by status relative to another person’s, not necessarily by personal achievements.

The Community View:

This pertains to the amount of respect individuals feel necessary to give to someone else based upon that person’s position or status, such as in business, the family unit, or within a group of friends.

For example, status in a Chinese family is divided by very distinct roles, with separate terms of address used for older and younger cousins, aunts, and uncles. Giving the same amount of respect to older and younger aunts or uncles could be viewed as a breach of etiquette.

Actions:

This pertains to the various activities that can cause an individual to gain or lose Face. Based upon one’s position relative to someone else, several different actions can be employed to either cause a loss or gain of Face.

In some cases, these actions might occur unintentionally or instead be used as a tactic to achieve a specific result. For example, giving someone Face (e.g., more than they might deserve) can be used to build relationships and influence decisions. Causing someone to lose Face could be used to reinforce one’s own authority and status, or pressure someone toward a desired action, such as quitting their job or fulfilling a promise.

Face and Business in China

Face can be very visible in the Chinese business environment and play an important role in inter- and intra-company communication, business negotiations, and the development and maintenance of relationships. In China, company hierarchy is much more important than in many Western countries.

Not only are leaders and managers placed on a higher pedestal, but the distinction between different levels of management is much clearer and more important. Chinese leaders and managers usually expect respect from their subordinates and, in some cases, expect to be obeyed without question, no matter the rationality or fairness behind a request.

Not obeying “the will” of a Chinese leader or manager does not give them the perceived necessary prestige they (and others) feel is deserved. Indeed, survival in a Chinese company depends on knowing one’s place, and Face plays a very important role in facilitating that function.

When Chinese businesspeople build relationships with one another, Face is very important. On one hand, relationships in China are built and maintained by giving Face and increasing the prestige of one’s friends and contacts.

With two business people of the same relative position or status, Face is often given and received equally and is the cement that holds a relationship together.

“To me, your “face” is your position and standing in the eyes of others, and it also has to do with the degree of respect you receive. Face can also be saved up over time and used to accomplish things later on. If you drove a fashionable or luxurious car to attend a friend’s party, then the majority of your friends would feel that you had face. Also, if you can achieve something through your personal contacts that others cannot through normal channels, you would also be thought to have face. You can gain face if you are praised by your boss, or if you accomplish a difficult task at work. However, if you greet others warmly at social events, but are met only with indifference, then you would lose face. Questioning someone’s ideas or opinion in a public setting would cause that person to lose face.”

– James Tan, Sales Manager

On the other hand, when a client relationship is established in China, the client more often than not receives more Face in the early stages of a relationship from the “seller.” Face must be given to the client to make them believe that the seller is worthy of their money and time. Sometimes giving Face to a contact entails simply words and compliments, though sometimes gifts are required and invitations to dinners, entertainment, or other social events.

To the Chinese, there is a natural order in society as well as business, and if one is unwilling or unable to show the proper amount of Face to those who feel they deserve it, then one will likely be judged to not have good character. This has the potential to wreck business deals and sour relationships, so with regard to the issue of Face, most Chinese businesspeople tread with care.

Examples of Gaining & Losing Face

Even after understanding the basic mechanics and uses of Face, it can be difficult to understand how the concept actually works in practice. Below, I have listed several specific examples of how giving and losing Face could play out in China.

Management: A Chinese company director is leading a team of researchers to complete a consulting project for a client. At the project’s end, the director’s subordinates successfully present their findings and reference and praise their superior’s role in managing and leading the project. The actions of the report being completed successfully, as well as being praised in front of the client, give Face to the director.

Family: A Chinese mother makes many efforts to give her child the opportunity for a good education, both through financial and emotional support. The result is that the child is accepted at a prestigious foreign university. Not only do the parents feel proud of their child’s achievements, but they also feel that they have gained Face through the child’s achievement.

Marriage: A young Chinese man is trying to find a woman to marry, but has met with no success. After reaching his early thirties, all of his close friends have already married, and some even have children. In light of his failure to marry when his family, friends, and society expect him to, he feels a significant internal loss of Face. In addition, the young man’s friends may look down on him due to his failure to marry, and hence give him less Face through their actions and words during social gatherings. These actions would then further compound the loss of Face.

Employment: A young Chinese woman is stuck in a stressful job with an abusive manager at a local Chinese company. Through no fault of her own, she is constantly blamed for her manager’s failings and shortsightedness. Through being berated daily in front of her coworkers, the young woman continuously feels she is losing Face. In the end, she feels she has lost so much Face that she cannot bear to face her coworkers and decides to quit her job.

Advice for Overseas Professionals

While Face sounds complicated – and it is – there’s no need to despair. First of all, foreigners are not always expected to adhere to the same exacting standards of respect and prestige as locals in China are.

The influx of Western culture into many of the larger Chinese coastal cities (and other more developed areas), along with greater numbers of local Chinese with experience dealing with Westerners, has led to more flexible interpretations of business and social etiquette.

Also, Chinese culture in and of itself has both liberal and conservative interpretations, even before China’s modernization. Just as there are highly conservative Chinese managers, executives, and leaders who demand respect be paid to them at all times, there are also Chinese who have a less formal attitude and focus on getting results over respect.

However, when the issue of Face cannot be avoided, several things should be kept in mind:

Whenever someone outranks you or is older than you, it’s probably a good time to show them more respect.
Don’t forget to give Face when you want something from someone in China (e.g., a business deal or a favor).
While giving face is always important, don’t forget to develop the relationship over the long-term.
Giving Face will always be appreciated, even from Chinese people who have a lot of experience interacting with Westerners. Face is deeply rooted in Chinese society and mindset, and its importance will not fade over time.

While it’s true that some Westerners protest that they won’t “play the game” while in China, it is important to remember that when you are in someone’s house, it’s only polite to play by their rules, or you may be asked to leave. While overseas professionals certainly might be given more leeway when it comes to the Chinese way of doing things

At the very least, small gestures of respect are easy and go a long way toward demonstrating that you understand the importance of Face (and are willing to make an effort to understand Chinese culture) and that you are committed to a long-term relationship with the Chinese. Something as simple as this can be a crucial factor that can land important business deals and lead to rewarding friendships that will last a lifetime.

Final Note for 2026

This article was originally written in 2013, and much time has passed since then, both in terms of my own career development and experience in China, as well as China’s development, both economically and socially.

While the above article can still act as a strong foundation to help overseas professionals and visitors understand the nuances of respect and relationships in China, it should also be noted that China is not a monolith. Cultural practices and social expectations can vary by province, industry, educational background, and personal style. Many Chinese professionals and managers are also more experienced with overseas management and working styles.

In using this article as a guide for a career in China, or merely a trip here, it is best to use this article as a base foundation, remembering to observe the behavior and preferences of those around you and adapt how you employ Face and respect, depending on the person and situation. Best of luck!

If you’re interested in thoughtful perspectives on China, cross-border work, and how culture, incentives, and organizations shape real outcomes, you’re welcome to subscribe to China Culture Corner and receive future posts by email.

I also share related ideas and longer-form video commentary on LinkedIn and YouTube, and post updates across the channels linked above.

If you or your organization is navigating China execution or cross-border alignment challenges, I work with teams on an embedded and remote basis. Reach out directly: Sean@SageSightConsulting.com

CHINESE WISDOM

Beating the Grass and Startling the Snake – IPR in China

09/28/2013 Sean Upton-McLaughlin Leave a comment

The Chinese idiom “beating the grass and startling the snake” tells of a county magistrate in ancient China who was greedy and practiced bribery and graft to further his own wealth and power. However, one day a man who lived in the county governed by the magistrate became aware of the ongoing crimes (though he remained unaware of the actual perpetrator), and sent a petition to alert the magistrate. Realizing that he was in danger of discovery, the magistrate remarked “he has beaten the grass and startled the snake.” Afterwards, the magistrate sent his men to seek out the citizen in question and make sure he would cause no further trouble.

This idiom in Chinese: 打草惊蛇, dǎ cǎo jīng shé

The moral of this idiom is to avoid acting prematurely or incautiously and alerting others to your plans – if the citizen in the story had taken more time to investigate before acting, he likely could have avoided an untimely end.

IPR Concerns in China

While the Chinese market is still undeveloped and holds many opportunities for Western companies and businessmen, IPR is still a prominent cause for concern.

First, similar to the US during its own early development, China is much laxer on its enforcement of IPR laws than more developed countries. Many Chinese companies have taken advantage of this to copy western designs and ideas. If a Western product or design makes a big splash in China, such as the iPhone, it is likely that local copycats will soon be popping up left and right.

Second, even when IPR laws are enforced in China, brands and trademarks must be registered locally first. When Western companies have patents and copyrights in other countries, they still must be registered for a second time in China. And if a Western brand has not been registered in China, a local competitor can at any time apply for the rights to use (and own) it.

Third, local Chinese competitors usually have a stronger knowledge of Chinese consumers, and can gain and share information faster through local relationship networks. Therefore, Western companies with plans to enter the Chinese market are advised to guard their plans closely and conduct all necessary preparations as discretely as possible.

For more news on issues relating to Chinese companies hijacking the IPR of foreign companies and brands, please click HERE.

Thanks for reading!

Do you have any thoughts or questions on IPR issues in China? Do you know any other useful Chinese idioms that are similar to the one above? Please feel free to share your thoughts in the comments section below.

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COMMUNICATION TIPS

Tips For Communicating With The Chinese, Part 1

09/24/2013 Sean Upton-McLaughlin 3 Comments

Aside from competency in the Chinese language, one of the more difficult (and important) aspects of communications with the Chinese stems from their tendency to speak in a vague and roundabout manner.

This can be a significant problem for Westerners, many of whom are accustomed to speaking in a direct manner with few, if any, hidden pretenses. This is an issue that cannot be lightly ignored by Westerners in China, especially those with the goal of founding or managing a business.

On one hand, in China, where tradition, respect, and social prestige all play an important role in business and society, it is not only necessary to clearly communicate your intent but also do so in a way that your counterpart finds acceptable.

On the other hand, if you are unable to comprehend what your employees, colleagues, and business partners’ true meanings and intents are, then you may find it very difficult to successfully manage a business in China.

In this article, several factors will be introduced that play a part in influencing the ways in which the Chinese speak and communicate. In a future article, various methods will be introduced on how to effectively communicate with the Chinese in spite of the potential obstacles discussed below.

Maintaining a Harmonious Environment

As a rule, both in business and on social occasions, most Chinese prefer to maintain a polite and harmonious environment to avoid offending both hosts and guests.

At formal business meetings, this desire to preserve harmony will often prevent dissension among meeting attendees, especially with regard to more junior employees (e.g., age or rank ).

Senior managers or executives lead these meetings with junior employees, normally toeing the line laid down by their superiors. In addition to the concept of harmony, these practices also relate to the Chinese interpretation of proper leadership methods.

Many Chinese leaders use a “do as I say” model of leadership and, in contrast to many Western corporations, rely much less on colleagues and subordinates for ideas and support. Thus, in many cases, meetings are used by managers and leaders to discuss agendas, hear reports and presentations, and issue instructions.

When meeting with other companies, organizations, and government agencies, the Chinese prefer to set specific agendas and prefer not to deviate in order to avoid surprises and potential embarrassment. Maintaining harmony is usually more important when there are more people present, or when there are people present of many different ranks or statuses.

Respecting Hierarchy

Hierarchy also factors into how the Chinese communicate. To the Chinese (as well as Asians in general), a person’s place in a given business or social hierarchy not only determines how others will and can speak to that person, but also the ways in which a person is allowed to speak to others.

For example, workers in China must generally phrase their words carefully when speaking to superiors, especially to those who are more traditionally minded. Speaking out of turn to a superior in China can lead to both poor treatment (e.g., being discriminated against or humiliated ) as well as reprisals (e.g,. being fired or passed over for a promotion).

Leaders and managers in Chinese companies by contrast, are much freer to speak their minds to subordinates. And while the concept hierarchy may seem similar to and have similar implications as the idea of a “harmonious environment” as explained above, there is a subtle difference.

Harmony comes into play when a group is gathered together or members of a company are meeting with representatives of another company. Hierarchy, in turn, determines what can and can’t be said, and to whom.

For example, in many cases, an employee simply cannot refuse the demand of a superior (tactfully in any case), or disagree with an idea, no matter the actual truth of the matter. If an employee’s manager “suggests” the employee attend a weekend trade fair or seminar, there is, in reality, very little wiggle room.

Another effect of hierarchy in China is that communication is usually smoother between individuals of the same level or rank. This is due to the fact that those of the same status have more in common and that there are no differences in rank to restrict communication.

For example, when arranging a meeting between two companies of relatively equal size, if the president of one company is attending, it is likewise expected that the other company’s president will attend.

From the Chinese point of view, the two presidents, as equals, will be able to communicate much more easily and clearly.

Avoiding Refusals & Paying Compliments

The concept of Face also plays a strong role in how the Chinese communicate. The Chinese prefer to avoid the negative and emphasize the positive.

When faced with a situation in which they have bad news, disagree with someone, or there is a need to refuse a request, the Chinese often will worry about causing a loss of Face. Most Chinese will go to great lengths to avoid this, especially when it pertains to someone the Chinese person in question cares about personally, professionally or someone who may have influence over their future.

The Chinese avoid potential losses of Face simply because it is judged to be the way a civilized person behaves. Depending on the specific situation, there are different ways that this can influence a conversation or dialogue.

First, the truth may be withheld completely, with the goal of either fixing the problem first or waiting until a later date to reveal the news (why get in trouble today, when you can put it off until tomorrow). Second, the truth may be marginalized by inferring that the situation is not as dire as it actually is. Third, with the intent to tell the truth, a Chinese person may often lead into an embarrassing topic with compliments, with the intent of easing the blow to a person’s Face, or allowing the other person to perceive that everything possible was done to prevent a loss of face.

The Chinese also do their utmost to give Face to people important to them in the form of giving compliments (and sometimes giving gifts). When dining together, Chinese businessmen routinely praise one another with compliments and toasts. Friends and family dining and interacting together also regularly use the occasion to pay respects and speak with one another in a friendly and lighthearted manner.

Gifts are given on many social and business occasions in China and are accompanied by words of goodwill meant to give Face to others. And just as bad news and refusals are avoided in order to avoid the loss of face, the kind words that the bad news or refusal is couched in are done so to give face.

Building & Maintaining Relationships

Building and maintaining relationships also influences how the Chinese communicate. Relationships are the web that holds Chinese society and social circles together, and in order to function properly, the Chinese must maintain relationships within companies, the family, and between friends.

Within a company, not only are employees bound by the rules of hierarchy, but they also must build relationships (especially in larger companies) to support their efforts to succeed on projects or receive promotions.

For example, a manager in a Chinese company must simultaneously manage relationships with subordinates, fellow managers, and superiors. This necessary management of these types of intra-company relationships requires the use of differing language and communication styles in order to be effective.

In companies with a focus on selling products or services, there is an even bigger focus on building and maintaining relationships with current and potential clients. Whenever they want to build a strong relationship, the Chinese need to demonstrate their desire for the relationship, which in many cases will entail gifts, compliments, and favors, and the effort to demonstrate a common cause or concern.

In some cases, when a sales manager fails to put in enough effort to “build the relationship,” which could mean treating the client to enough meals and drinks, the client in question might feel insulted or decide on another vendor or company.

The Non-Specific Nature of the Chinese Language

Aside from the cultural aspects of communication in China, there are also linguistic elements that must be considered. In the experience of the author, many words and phrases that are structured in Chinese, traditional and modern, are not as specific as their counterparts in Western languages (e.g., English).

Many words in Chinese have multiple definitions, and the same character can mean separate things in different contexts, as well as be pronounced in different ways. It is common in speeches, announcements and communications in China for more generalized speech to be used.

Westerners in China may observe language that appears uncertain and incorrectly assume that the lack of detail is deliberate. However, in China, it is important to have a clear understanding of context and allow for the tendency of language to be vague.

This concludes part one of “Tips for Communicating With The Chinese.” Stay tuned forpart two, where helpful tips are provided to assist Westerners, businessmen, and travelers alike, in their communications with the Chinese.