Culture has a strong influence on how people evaluate and regulate their emotions. Previous findings suggest that Easterners tend to prefer controlling their emotions more than do Westerners. However, there is still little evidence on the prevalence of cultural differences in implicit attitudes towards emotion regulation. The goal of the present study is to investigate cross-cultural differences in the implicit and explicit attitudes towards emotion regulation to help bridge this gap in the literature. The sample consisted of 61 Chinese and 54 European Americans. Emotion Regulation Implicit Association Test (ER-IAT) was used to examine the implicit attitudes towards emotion regulation. Results showed that (1) Chinese implicitly evaluated emotional expression as more negative than European Americans; (2) Similarly, Chinese explicitly valued emotional expression as less important than European Americans. Further implications are discussed. © 2019 Elsevier Ltd