An image of the self from others, respectability, can be altered; this links with status and means sociodynamic valuation. It is actually interestingly hard to describe, so this is one reason why I don’t like things like Confucianism. Some say it’s just self-marketing, which directly contradicts ideas of individualism in Western philosophies. It is also taken advantage of by designer brands, as customers might feel special and attached to buying things that enhance face. Alternatively, it can be seen as the Politeness Theory, where only actions conforming to the group are rewarded (Penelope Brown and Stephen C. Levinson 1987)
The Chinese University of Hong Kong social psychologist Michael
Harris Bond observed that in Hong Kong, “Given the importance of having
face and of being
related to those who do, there is a plethora of relationship politics in
Chinese culture. Name dropping, eagerness to associate with the rich and
famous, the use of external status symbols, sensitivity to insult,
lavish gift-giving, the use of titles, the sedulous avoidance of
criticism, all abound, and require considerable readjustment for someone
used to organizing social life by impersonal rules, frankness, and
greater equality.”
Thus, I see it as sacrificing the self, which is basically anti-freedom, so please
don’t follow the rules of face to the full if you prioritize autonomy. Though, I
don't know whether you have the choice or not...
The closest word is probably reputation.
One advantage of a “boring” face is that others bother me less, and there’s pretty
much no point to lavishly spend money just to show wealth, as the physical use of the
things gained is pretty much marginal (e.g. plastic bag vs designer
handbag).