Research in the emerging field of cultural neuroscience suggests that culture influences one's sensitivity and reactivity to his or her emotions. A majority of such research has focused on comparisons between Europe and North America ("West") and China and Japan ("East"). Broadly speaking, European American cultures value emotional expression, whereas East Asian cultures value emotional control. EEG studies across the two cultures found that both Asians and European Americans showed a strong LPP amplitude after viewing unpleasant pictures. When tasked with suppressing negative emotions, however, Asians showed significant reduction in LPP amplitude, while the same effect was much less pronounced in European Americans. These studies highlight the role of culture in emotional processing. Future directions might look into cultures beyond the traditional binary of "Western" and "Eastern" cultures.