"Often more important than the bureaucratic and political aspects of doing business in China is the basic character of the Chinese... 

Their attitudes and behavior are rooted in a culture that is diametrically opposed to Western thought."  
_Boye Lafayette De Mente

The People's Republic of China is the world's largest market, with a population of 1.3 billion people.  China is a blend of growing modernization and ancient culture.  Anyone considering the Chinese market should never underestimate the importance of culture.

Two of the most important concepts in Chinese culture  are guanxi and mianzi.  The first, guanxi, has been defined as sharing favors between individuals, connections,  relationships, and the ability to exert influence. The second, mianzi, means face: saving face, losing face, and giving face.

The most fundamental cultural difference between Chinese and Americans relates to the role of the individual. The Chinese place great importance on the family, group, consensus, and surface harmony.