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Purpose ߞ To explore the depiction of cultural values on international web sites. Design/methodology/approach ߞ To measure cultural content on the web Singh and Matsuo's conceptual framework was used. Content analysis was used to study the cultural content on web sites from China, India, Japan and the US. Findings ߞ The results indicate that local web sites of India, China, Japan and US not only reflect cultural values of the country of their origin, but also seem to differ significantly from each other on cultural dimensions. Research limitations/implications ߞ This study validates the cultural value framework of Singh and Matsuo by successfully using it to analyze the cultural content on various country web sites. The study also provides evidence to international marketers and academics that instead of a "transnational web style" a culturally unique web style is emerging on the web. Practical implications - Marketers need to culturally customize their international web sites as the web is emerging as global medium impregnated with local cultural values. Originality/value ߞ The paper extends the standardization versus localization debate to the web, a medium yet not explored in this context. [ABSTRACT FROM AUTHOR]