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The current paper explored the fluid effects of expectancy-value on reading achievement across countries/cultures. Drawing on PISA 2018 data by 356,581 students from 50 countries and world culture values from Hofstede Insights, we examined the relations of reading self-concept (expectancy) and reading enjoyment (value) to reading achievement and their variations across countries/cultures. Results of three-level modeling with random slopes showed: (1) both expectancy and value were positively related to reading achievement at the student level, (2) these effects varied across countries/cultures, and (3) the effect of expectancy (not value) amplified in cultures of individualism, less power-distance, and longer-term orientation. The results had significant implications for the recent development of the situated expectancy-value theory, teaching, and policymaking.