There was a great essay I read a few years ago that I can't locate, about how much of Western society is driven by the threat or actualization of humiliation. The Black Freedom Struggle (all incarnations) was won (inasmuch as it was won) not really through moral appeals or the imposition of practical reality, as much as through the humiliation of the slaver/segregationist position on the global stage and in the media.

You want to win? Make them look stupid in such a way that continuing to fight makes them look even more stupid. Pain doesn't stop people, practical futility doesn't stop people; but, faced with the prospect of being considered persona non grata or a laughing stock or just robbed of their dignity, whether they win or lose, that is when people will call the match and walk off.

So, yes, face is a Western thing, too.

I would say it’s worse in the West, as we have generalized the concept across society to the point where our politicians (and even our militaries) are only able to fight symbolically. Actual ground truth has become secondary.

See also: oil futures, politicians who feud over “vibes” instead of tangible policy, constant symbolic strikes in war with no results, etc.