Face basically refers to how people are viewed by surrounding individuals/members of society. If someone receives something very valuable in public, they feel like people's evaluation of them has improved. However if someone loses a fight/shares their knowledge or opinion publicly and immediately gets proven wrong, they feel like people's evaluation of them will have dropped to some extent/completely. Face is usually a big factor in the cliché of "young master's family takes revenge for a loss". It's a concept that only sort of makes sense when you think from a chinese culture point of view, where your honor and dignity is almost more important than your life. Sorry for going on about this for such a long time and thanks if you're still reading. Only wrote this because I'm thankful that you give proper, accurate reviews.