"Face" is a crucial element in Taiwanese culture and society. "Face" to the Chinese has no direct translation in the west, though the closest comparison would be 'pride'. It is considered the height of bad manners to cause someone else to loose face, so most Taiwanese do not show much emotion or express extreme opinions for fear of causing offence. In order to impress and avoid any social mistakes it is wise to follow the same approach. This extends to very generous gift giving, offering to pay for restaurant bills and general flattery of your hosts.
