C. Sedikides, L. Gaertner, and Y. Toguchi (2003) maintained that the self-enhancement motivation (as defined by tendencies to view oneself in overly positive terms) is universal. The present article challenges their claim. A review of the literature revealed that many studies contradict their findings regarding the domain-specific nature of East Asian self-enhancement. It is argued that Sedikides et al. did not replicate past research because they did not measure self-enhancement in their studies. The present article provides a theoretical basis for understanding cross-cultural differences in self-enhancement and considers the question of universality by exploring 2 different conceptualizations of positive self-regard.