This term is part of our Unit 20: Successful Intercultural Business vocabulary list. Please note that pronunciations can vary slightly, even in the same dialect.
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to be disgraced or humiliated; to go down in other people's opinion, especially in public
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"When doing business in Asian countries like China, it is especially important to avoid embarrassing others by e.g. being too direct or confrontational, as losing face is a very serious matter there and can make or break a deal."