How does independence in self-concept affect group creativity in a collectivistic cultural context? Unlike the Western perspective that emphasizes individualism as the impetus to group creativity, we propose that in a cultural environment where collectivistic values are predominant, a combination of group members' independent self-concept and a collectivistic group norm promotes group creativity. In an experiment involving three-person laboratory groups (N = 64 triads), we primed group members with an independent (vs. interdependent) self-concept and instructed them to work under a collectivistic (vs. individualistic) group norm. Using a collaborative idea development task, we found that groups produced more creative ideas when they combined an independent selfconcept with a collectivistic group norm than with an individualistic group norm. Further, group creativity suffered the most when members combined an independent self-concept with an individualistic group norm. Implications of these findings for research on the link between culture and group creativity are discussed. Highlights and Implications• Research conducted in Western societies suggests that group creativity thrives with cultural individualism.• We argue and show that an independent self-concept and a collectivistic group norm jointly promote group creativity in a collectivistic cultural context.• By contrast, we found that when an independent self-concept is combined with an individualistic group norm, group creativity suffers the most.• Research on the link between culture and group creativity needs to go beyond the monolithic view of individualism-collectivism and address the important ways cultural contexts affect the shaping of creative processes in groups at work.