In the Moroccan Arabic dialect called Dirija, hshuma (pron: h'shoo-mah) translates as the sense of being shamed before others, which leads to a loss of pride and honour.
"There is nothing worse than for a Moroccan man to be shamed before his friends or peers. The most valuable commodity for a Moroccan is our honour. Hshuma means that any insult must be settled, if necessary with blood."
Ali, local café owner, Agadir [he makes the best almond milk anywhere]
The consequences of hshuma can be far-reaching. If someone is deeply shamed, they can be ostracised by their family or community. To avoid hshuma, many Moroccans will say or do things publicly - which to a westerner seems like an act, or a performance, but for them it is a safe-guard - there is no shame in looking good.
Status: UN Country
Capital City: Rabat
Main Cities: Casablanca, Fez, Marrakech, Tanger
Area: 446,550 km2
Currency: 1 dirham = 100 centimes
Languages: Arabic, Berber, French
Religions: Sunni Muslim