lose face

lose face  {v.}

Быть смущенным или пристыженным ошибкой или неудачей; потерять достоинство, влияние или репутацию; потерять самоуважение или доверие окружающих.

Many Japanese soldiers were killed in World War II because they believed that to give up or retreat would make them lose face.

John's careless work made him lose face with his employer.