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Early childhood education has emerged as a policy priority among international organizations, with family involvement in literacy activities a key focus. Yet intervention models implemented by international organizations or NGOs often fail to consider cultural factors influencing family involvement in early literacy development. To address this gap, this paper explores cultural variations in US and Russian families’ constructions of early literacy skills, specifically their notions of literature. Drawing on methodological approaches of netnography to analyze family assessments of books in online reviews, this study finds that US families prioritize entertainment over the value of narratives. Russian families, however, emphasize the development of “taste for good literature.” Implications for state responses to promoting greater engagement with literature are provided.