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How to respect the 'face' to succeed in business in Asia

How to avoid making others lose face and how to 'give face' to build trusting relationships

29 May 2025

4' min read

In a previous article, as we explored how to create and strengthen 'Guanxi' - that network of mutually beneficial relationships used to facilitate business in China and Asia - we emphasised the importance of understanding and respecting the concept of 'Face'.

In my experience in business relations in Asia, the concept of 'face' plays a crucial role, and I am not just referring to outward appearance, but represents a person's reputation, prestige and dignity.

But how to get into this dance of the face, how to avoid making the interlocutors lose them and how to 'give face' instead?

The concept of 'face' ('miànzi' 面子) has deep roots in Asian cultures and in particular in China, and is closely related to Confucian philosophy, which emphasises the importance of order and harmony for the smooth functioning of society. The face thus not only represents the dignity, reputation and respect that a person enjoys within his or her community, but also guarantees social order by reinforcing hierarchical structures.

Losing face: a risk to be avoided at all costs

In all Asian cultures, losing face is considered a serious affront. This can happen in various ways, such as publicly criticising someone, openly contradicting them or, even worse, mocking them.

Here are the most common mistakes that make someone lose face, and how to avoid them:

1. Do not criticise publicly: in meetings, avoid openly criticising a colleague or subordinate. This may embarrass the person and compromise his or her reputation in the eyes of colleagues. It is preferable to give feedback in a private and constructive manner.

2. Do not contradict the superior. We mentioned this in a previous article. In Asia making a bad impression is a big problem. Being correct in front of one's co-workers is a tragedy.

3. Do not speak in front of your superior: in some situations, it may be seen as disrespectful to speak or intervene in front of a superior without being asked to do so. It is important to respect the hierarchy and wait one's turn to speak. This also means that it is rare for an employee to open his mouth in front of his superior, and there is no point in questioning him in public; his opinion should be sought separately.

4. Don't put people on the spot: avoid asking questions that might reveal someone's lack of knowledge.

5. Avoid direct rejections: avoid saying 'no' directly, and prefer indirect language.

6. Making jokes directed at people: although in the West it is acceptable just to mock a colleague, in Asia making jokes at someone's expense will make them lose face. The person will not openly defend themselves in public, but will be deeply hurt and will forever hold resentment towards you.

7. Never over-win: during a discussion or negotiation never try to win the argument blatantly in front of everyone.

8. Controlling emotions: losing one's temper or showing strong negative emotions in public can cause one to lose face.

9. Avoiding self-deprecation. The concept of face also extends to ourselves: although self-deprecation is very common in the West, by Asians it is perceived as a loss of face towards oneself, which will even more perplex one's interlocutors. Best to avoid.

How to "give face"

If losing face is a risk to be avoided at all costs, symmetrically 'giving face' ('gěi miànzi' 给面子), is just as important as avoiding losing face. Giving someone face means showing respect by improving their reputation and social status, and this will also help in their consideration of us who give it.

Here are some tips for 'giving face' with the aim of building trust and mutual esteem with Asian counterparts:

1. Present with respect: when presenting your Chinese contacts to others, emphasise their importance and achievements.

2. Public recognition: praising the achievements or contributions of your Chinese counterparts in front of others, especially their subordinates, boosts their confidence and prestige within the group.

3. Seeking advice: asking their opinion or advice on matters related to their field of expertise.

4. Even during negotiations: publicly acknowledging the merits of a business partner can strengthen the relationship and create a climate of mutual trust.

5. Accept invitations: when invited to events or meetings, make every effort to attend.

6. Protocols in seating arrangements: in meetings and especially in dinners, be aware of seating protocols, do not sit down immediately, the most senior person will indicate where everyone should sit.

Understanding and respecting the concept of face is crucial for anyone who wishes to succeed in interpersonal relationships and business in Asia. Avoiding making others lose face and knowing how to 'give face' are valuable skills that can make the difference between a harmonious relationship and a potentially conflictual one. The face dance is a subtle art, but with the right attention and sensitivity it will allow you to demonstrate cultural intelligence and build the foundation for strong and lasting trusting relationships with your interlocutors.

*Partner at FA Hong Kong Consulting