The study explores how cultural values and individual preferences for uniqueness and conformity influence each other, focusing on American and East Asian contexts. In Studies 1 and 2, abstract figures were used to measure preferences for uniqueness and conformity among East Asians and European Americans. In Study 3, participants chose pens based on whether they appeared unique or common, revealing that East Asians preferred common items while Americans preferred unique ones. In Study 4, magazine ads from the U.S. and Korea were analyzed, showing that Korean ads emphasized conformity and American ads emphasized uniqueness. The results highlight the cultural differences in valuing conformity and uniqueness, with East Asians favoring conformity and Americans favoring uniqueness. These findings suggest that cultural values shape individual preferences and influence social behaviors, demonstrating the mutual constitution of individual and cultural contexts.The study explores how cultural values and individual preferences for uniqueness and conformity influence each other, focusing on American and East Asian contexts. In Studies 1 and 2, abstract figures were used to measure preferences for uniqueness and conformity among East Asians and European Americans. In Study 3, participants chose pens based on whether they appeared unique or common, revealing that East Asians preferred common items while Americans preferred unique ones. In Study 4, magazine ads from the U.S. and Korea were analyzed, showing that Korean ads emphasized conformity and American ads emphasized uniqueness. The results highlight the cultural differences in valuing conformity and uniqueness, with East Asians favoring conformity and Americans favoring uniqueness. These findings suggest that cultural values shape individual preferences and influence social behaviors, demonstrating the mutual constitution of individual and cultural contexts.