A large global study across 69 countries found something unexpected: the more individualistic a society is, the more similar people are in how they feel-and in how they want to feel. Across 59 out of 60 emotions, emotional experiences showed greater uniformity in individualistic cultures. This challenges the common assumption that collectivistic cultures are emotionally restrictive because they suppress individuality. In fact, emotional life in individualistic societies appears to be shaped by strong shared norms that dictate which emotions are acceptable, desirable, or problematic-especially regarding negative emotions.