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Using the World Values Survey 2010-2014, we measured cultural perceptions of gender equality (GE), individual freedoms and rights (IFR), and competitive mindsets in collectivist East Asian countries.Metric invariance established among East Asian countries’ models. Those valuing GE highly were more likely to value IFR in Japan and South Korea, while no significant relationship appeared between GE and IFR in China, Hong Kong, and Taiwan. In all these countries, a positive correlation emerged between IFR and competitive mindsets but there was no significant relationship between GE and competitive mindsets. Further, we showed how, by comparing collectivist and individualist countries, the perceptions of these domains were associated with their respective cultures.