Suzanne Mustacich

“Thomas Yip saw that the 1855 Classification was perfect for the Chinese market because it satisfied a deep cultural itch: the need to save and display “face,” particularly the forms of face known as gei mianzi and liu mianzi. Gei mianzi was the Chinese belief that you gave face or honored someone by showing him or her respect. The most frequent example was offering a gift appropriate to a person’s status. Liu mianzi was the belief that you gained face by avoiding mistakes. Wise action reinforced your honor and reputation.”
― Suzanne Mustacich, Thirsty Dragon: China's Lust for Bordeaux and the Threat to the World's Best Wines