In Chinese culture, the concept of ‘face’ AKA mianzi (mi-an-ze) refers to the amount of “dignity” or “prestige” that are associated with an individual. What is a high-context culture? In China, concepts such as reputation, social hierarchy, and association are incredibly important. Many Asian cultures are generally considered to be high-context cultures, which could be very different than what you're used to. This means that the people living in these areas tend to place a lot of value on things such as: how others view them, how much they do or do not stand out compared to others, and how they fit into the social structure around them.