It means giving face, showing respect for a person's feelings.

The Chinese are acutely sensitive to gaining and maintaining face in all aspects of social and business life. Simple ways of "giving face" could be sitting in the correct place at a meeting or dinner, offering an appropriate gift to a person, or giving praise and compliments.

Giving face earns respect and loyalty, but praise should be used sparingly. Over-use suggests insincerity on the part of the giver.