What's the Cross Culture Sit on Happiness?

In your work, you often talk about two things: culture and context. And from a marketing perspective, what different forms of persuasion or marketing work in different cultures based on the values of that culture. I'm curious if there is anything that you can say about that cross cultura sit on happiness? That's a really interesting one. We might look at countries that are more collectivist, maybe china, for instance, and think, well, how on earth can they be happy? They don't have individual freedom? First of all, that's a very ethnocentric perspective to take. But secondly, we can find it hard to make sense of how other cultures that are dissimilar