This is your self-respect, your integrity, your 'face'. It's that thing you refuse to compromise, even for a better job or a jowa. It's why you pay your debts, keep your promises, and don't post cringe stuff online. "Mas mahalaga ang **dangal** kaysa pera." It's the core of your character, the reason you can look at yourself in the mirror. A very big deal in Filipino culture.