Why Understanding the Six Aspects of 'Thai Face' Matters

Grasping the basics of "Thai Face" empowers you to uphold mutual dignity in every interaction.

Have you ever wondered why you rarely see Thai people arguing in public with each other?

It's not that Thais don't experience their fair share of disagreements—just like everyone else. However, disputes rarely unfold in public or at work and are often avoided whenever possible. This is mainly due to Thais' profound importance on preserving their dignity while ensuring that others' dignity remains intact. This mutual respect is crucial for maintaining social harmony and preventing anyone from “Losing Face”, a core principle of Gracious Culture.

"Losing Face" is the experience of being embarrassed, humiliated, or losing respect and dignity in the eyes of others.

Think of it like a bank account: you can gain or lose face, so it's crucial to increase your balance and avoid going negative.

The Hidden Key to Respect and Harmony

At its core, "Thai Face" revolves around preserving one's honour, reputation, and, most importantly, that of others.

It's much more complex than a simple win-win negotiation, where both parties compromise and feel victorious. It encompasses the following six components:

• Prestige

• Honour

• Public Acclaim

• Underived Generosity

• Human Dignity

• Endogenous Worth 

Before we dive into the six components in detail, let me share a few examples with you:

Don’t Promote Me. 

When I informed one of our managers that I would seek the hotel owner's approval to promote her, she asked me not to submit the request. She felt it was wiser to avoid the potential disapproval and the risk of losing face. Asking for a promotion and not getting it is a classic case of losing face.

The Guest Is Always Right!

During check-in at the hotel, a guest insisted he had booked a different room type despite the reservation confirmation showing otherwise. Instead of bluntly correcting the guest and risking his loss of face in front of his family, the Receptionist kept a warm smile, refrained from contradicting him, and maintained a friendly demeanour. By doing so, she ensured he was not losing his face in front of the family.