虚飾

This word describes the act of dressing up or presenting something in a flashy way to hide a lack of substance or to deceive others. It carries a strong negative connotation, implying that the outward appearance is a lie (虚) and that the person is trying to project a status or image they do not actually possess.

Compared to "見栄 (mie)," which refers to a more common, everyday desire to look good or save face, "虚飾" is a more formal and academic term. It often describes a systemic or lifestyle-based pretense, such as the "ostentation of high society" or the "vanity of power."

It is frequently used in contexts where someone is criticized for their superficiality or when someone decides to abandon a fake persona to embrace their true self. It is rarely used in a positive sense; you would not use "虚飾" to describe a beautiful decoration that is honest and sincere.