Aim. To identify similarities and differences in the semantic structure of the “loss of face” concept in Russian and Chinese. Methodology. In the course of the study, a comparative method was used with the involvement of definitional analysis, component analysis and contextual analysis. Results. The analysis has shown that the interpretation of the lexical unit “face” in Chinese differs from Russian because in Chinese “face”, formed under the influence of the social norm, can denote person’s reputation; in Russian “face”, understood as something individual and unique, can denote distinctive features of a person, personality. In both languages, “face” represents a value that a person fears losing. The concept of “loss of face” has different features in different languages. In Russian “loss of face” not only refers to the loss of reputation, but can also mean that the face of an object or person is lost as a result of deformation, while in Chinese the concept of “loss of face” refers to the sphere of etiquette. Research implications. Theoretical and practical significance is determined by the establishment of national-cultural components the semantics of the word “face” and in the designation of “loss of face” phraseological unit. In addition, the results obtained can be used in lexicographic practice as well as in teaching of Russian and Chinese.