"face" is everything to them and losing most, if not all it, amongst their peers and being exposed to public shame is the worst fate imaginable, from what I have read, and it is no wonder that Shimizu has become hospitalized as a result.
. Saving face is crucial in Japanese society.
. The Japanese believe that turning down someone's request causes embarrassment and loss of face to the other person.
. If the request cannot be agreed to, they will say, 'it's inconvenient' or 'it's under consideration'.
. Face is a mark of personal dignity and means having high status with one's peers.
. The Japanese will try never to do anything to cause loss of face.
. Therefore, they do not openly criticize, insult, or put anyone on-the-spot.
. Face can be lost, taken away, or earned through praise and thanks.
http://www.kwintessential.co.uk/resources/global-etiquette/japan-country-profiles.html