Chinese people care a lot about 'face' and status. To lose face here is a massive deal and appearances are hugely important. For example, if you offer something that is discounted, many people won't buy it if others will know they paid a cheaper price, rich parents don't want their children educated with the less well off and, even in the school, if you want to discipline a child you have to be really careful that you don't cause them to lose face in front of his classmates, especially if they are from a rich family. This preoccupation with what others think also manifests in other ways - a pretty girl will be offered a job over a plainer girl even if she is less well qualified. I am realistic enough to know that appearances matter
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