Loss of face

Among Chinese people, the most central value system is the preservation of face as relationships are highly personalized. An unwritten code governs these relations differentiating between peers, superiors and subordinates. Elaborate forms of courtesy and standardized rituals are calibrated according to the rank of the recipient. These accepted norms result In a labyrinth of approaches, full of delicate nuances but able to take care of even the most difficult or sensitive situations. The overriding aim is to maintain social harmony. This it concern permeates business dealings where there is as much concern for social behavior as there is for negotiation and where tolerance and understanding count far more than legalistic argument. The Western love of black letter law and contractual obligation is replaced by trust and partnership understanding.

It is necessary in this climate to be able to read the behavioral and cultural signals correctly and to respond in ways that will not jeopardize what the Malays and Indonesians call "halus" behavior or dignity, the Filipinos "pleasantness", the Thais "Coolness" and the Chinese "face".