ABSTRACT
The words tatemae and honne are the basis of a very important issue in Japanese business etiquette. The essential point is that ‘front face’ affords a rule of behaviour which gives the continuity from the past and a unified measure to judge the behaviour of others. It is also considered necessary to maintain social harmony and in that sense it acts as an individual’s safeguard. The problem is that the rules of behaviour have actually become increasingly complicated rather than simplified because the social structure itself has become more involved. In Japan, a good salesman has a grasp of his customer’s shafii — considered the crystallisation of the organisation’s traditional spirit and esprit de corps. A newly established company has no shaju in this sense but follows the lead of the president’s lifestyle — the head of the company household.
