What you describe is known as 'give face'. I'm white, but my ex is chinese and so i have spent a lot of time in those circles and what you write is pretty accurate.
I knew a girl, who had a minimum wage job, but bought her boyfriend a $300 sweater simply to show his parents she had money.. I asked about it, and she pretty much told me it came down to "give face".
i think it is this: "面子" and as others have written, one of the more difficult concepts for western culture to fully understand.
Face is more related to honour, but its very hard to define.
I think giving a gift to prove to someone that your rich is not giving face (that would be if the gift is freely given without the intent of proving your wealth), but rather taking face or in western terms, showing disrespect.
I knew a girl, who had a minimum wage job, but bought her boyfriend a $300 sweater simply to show his parents she had money.. I asked about it, and she pretty much told me it came down to "give face".
i think it is this: "面子" and as others have written, one of the more difficult concepts for western culture to fully understand.