In collectivist cultures, the interests of the group tend to be more important than those of the individual. “We” comes before “I.” These cultures value responsibility, discipline, humility, and helpfulness. Collectivism is usually associated with Eastern countries, such as China, South Korea, and Vietnam.
On the other hand, individualist cultures tend to place the interests of the individual before those of the group. “I” comes before “we.” These cultures value independence, freedom, creativity, and pleasure. Individualism is usually associated with Western countries, such as the United States, Canada, and the United Kingdom.