<p>Information related to oneself is given higher processing priority compared to other social information. In Western cultures, a robust self-bias effect is typically found using the perceptual associative matching task. The current study investigated the self-bias effect in collectivist Vietnamese in both the native language, Vietnamese, and the foreign language, English, using the perceptual associative matching task with person labels (self, mother, other/stranger) paired with geometric shapes (circle, square, triangle). As Vietnam is a collectivist culture, it was predicted that there would be no significant difference in response times when responding to self- and mother-shape pairs. We found support for this prediction. There was some evidence that participants even prioritised mother in comparison to self-related stimuli, as the difference in response times between ‘mother minus self’ was less when the native language, Vietnamese, was used in comparison to the foreign language, English. Self-representation can be conceptualised as a dynamic system, rather than a fixed hierarchy, that is shaped by cultural context and to some extent by language.</p>