Abstract: The cultural-self perspective challenged the universality of self-enhancement. It was argued that Easterners do not own the same positive self-regard as the Westerners. On the other hand, some theorists suggested that Easterners can self-enhance and regarded the importance of behaviors and traits as a mediating variable. After offering a literature review about the controversy, the authors suggested to explore Easterners’ self-esteem from the perspective of face

Key words: self-enhancement, self-improvement, face, culture