There are many aspects of Face: one can lose or gain Face personally, and you can cause others to gain or lose face too. One way to describe Face is to say that it is the prevention of embarrassment at all costs - but this begs the question that what is embarrassing for a westerner is generally quite different from what is embarrassing for a Korean. Asian cultures emphasize a concern with loss of Face for the individual personally and for others as well, whereas westerners tend to be embarrassed primarily for themselves.

The use of anger or an excessively loud voice is not acceptable behavior. This results in the loss of Face for all involved. In matters of conflict, Koreans may prefer methods of indirect confrontation rather than direct (i.e. not returning phone calls rather than saying "no"). It is advisable never to make a Korean person feel ashamed - lose Face - in the presence of others. This undermines his respectability or authority with those who witness the shaming. A person should always speak with care and sensitivity in situations that have the risk of loss of Face. .

The American concern for the integrity of the Self occupies a similar place in our culture to that occupied by concern for Face in Korean culture . Perhaps the closest that it is possible to get is to understand that to a Korean person Face is important in the same way that an American's Self is important - both Face and Self are at the core of the persons being - with some very interesting implications for Korean-US relationships. Just as many Westerners get extremely concerned and threatened when their Self-respect is compromised, Koreans tend to be extremely concerned about losing Face, which means losing the respect of others.

Face has been given many different explanations by Westerners. It has been compared with our concepts of dignity, Self-esteem and pride, but these are superficial comparisons. The reason many Westerners have a hard time grasping the deep meaning of Face is because it reflects a uniquely Asian/Confucian point of view - the seamless integration of the person with the group, the community and with all of the relationships which define and give meaning to their existence.

Since we don't have this sense of integration with the group in our culture, the concept of Face is based on a relationship between people which is literally FOREIGN to us. By explaining Face as shame, embarrassment, or loss of honor we are individualizing and personalizing the concept in a very American way, which prevents us from understanding it the Korean, or really pan-Asian way.

It’s difficult for an American to understand the Asian concept of Face because we really have no equivalent in our culture. The reason why a clear understanding of Face is vital for American expatriates in Korea is because we don't really have an equivalent concept, so it is difficult for us to understand what Face even is, much less how to influence our Korean friends and associates in positive ways using our knowledge of FACE. 

One good way to think of Face is to think of the actual Face - the eyes, nose, mouth, ears, and all of the associated organs which taken together with touch are our entire human connection with the world. Now think of losing one or more of these organs - this would be the same as a severe loss of Face. Now think of losing all your sense organs - but not losing your life. This would be the same as complete loss of Face. So, in one sense "Face" is quite literal. To lose Face is to have jeopardized or to lose some or all of the ways one relates to others.

This concept is deeply embedded in Korean belief, history and mythology. Do not underestimate the power of what may seem small matters to injure another person, which will seriously threaten your effectiveness with all who know him.