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The Concept of saving Face
First of all, let’s describe the concept
of “face” in Vietnam. It’s a combination of reputation, social
standing, dignity and individual honors. “Losing face” is an action to
cause someone look down in front of their friends or community and
“building face” is the process of making someone feel good in front of
others. This is totally different compared to Western cultures which is
very outspoken towards any matters. However, in Vietnam, building face
will come first during early stage of business meeting before proceeding
to the real deal.
Making Noise
Shouting or arguing in public is
strictly prohibited. This scene wills actually making the person lose
face toward bystanders through embarrassment. Even when you feel
frustrated, it is better for you to calm down and be patient until both
parties get a solution. For Vietnamese, at least small compromise can be
considered as a solution.
By understanding the concept of saving
face, it will give you an advantage when traveling and doing business in
Vietnam. Example, when you buy something in market and negotiating
price with the merchant, you remember that you cannot make the merchant
losing face by making them desperate to sell. It is normally happened in
Ben Thanh market and you will see some seller just ignore you when
asking for an unreasonable price. You can strongly bargain, but
advisable to give a little from your price or optionally, you may offer
to buy something else smaller and you already save their face among
their peers.
There are several tips for saving face in your daily life.
- You need to avoid from pointing someone mistake in public.
- Always give a sincere complimentary when necessary.
- If offered, just let your host to pay for your dinner or drink. In many business meeting, most of my Vietnamese partner offer to pay for the drink and you will do the same at other meet.
- If your Vietnamese partner offering any gift, you need to refuse at first, but eventually you may receive it in both hands.
- Bending the truth is common in Vietnam, but pointing out that someone is actually lying is totally making them losing face.
As saving face is taken into account
during daily life in Vietnam, you should watch your mouth and have a
self-respect and sensitivity when communicating with your colleagues,
friends, neighbours or family members.
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