A cornerstone of upper-class Chinese culture is 'face'. Having face basically means a show of superiority and wealth. So having face may comprise appearing in public in a BMW car, carrying a branded bag, achieving the national dream of the 5Cs, having a good job, having good education, etc. Basically, being a show-off due to one's insecurities and materialism.
It is the Asian equivalent of having immaculate manners and accent amongst the upper-class in Britain.
Note: this is only applicable to the upper class of Chinese. The everyday Chinese hardly care about face much.
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