It's difficult to translate into English.
The exact meaning of philotimo is hotly debated, given that the word belongs to the pantheon of Greek lexical items that defy easy explanation. ‘Love of honour’, its official translation, is a utilitarian yet insufficient attempt to convey the constellation of virtues squeezed into the word’s four syllables. When I asked various Greeks about their own perception of philotimo, I received very different responses.

“Doing the right thing,” Pinelopi Kalafati, a doctor, told me. “Loving and honouring God and your society,” said priest Nikolas Papanikolaou. "Striving for perfection,” answered actor Kostis Thomopoulos. “Stepping out from your comfort zone to help someone in need,” suggested Tatiana Papadopoulou, a volunteer in Malakasa detention camp for refugees.
As the article suggests, there's a dark side to this, as there always is with honor. But, out of the same well, there is a fullness and a flourishing of virtue that otherwise does not occur.