Why are all LLMs Obsessed with Japanese Culture? On the Hidden Cultural and Regional Biases of LLMs
Authors: Joseba Fernandez de Landa, Carla Perez-Almendros, Jose Camacho-Collados
Organizations: HiTZ Center - Ixa, University of the Basque Country EHU · Cardiff University
Abstract
LLMs have been showing limitations when it comes to cultural coverage and competence, and in some cases show regional biases such as amplifying Western and Anglocentric viewpoints. While there have been works analysing the cultural capabilities of LLMs, there has not been specific work on highlighting LLM regional preferences when it comes to cultural-related questions. In this work, we propose a new dataset based on a comprehensive taxonomy of Culture-Related Open Questions (CROQ). The results show that, contrary to previous cultural bias work, LLMs show a clear tendency towards countries such as Japan. Moveover, our results show that when prompting in languages such as English or other high-resource ones, LLMs tend to provide more diverse outputs and show less inclinations towards answering questions highlighting countries for which the input language is an official language. Finally, we also investigate at which point of LLM training this cultural bias emerges, with our results suggesting that the first clear signs appear after supervised fine-tuning, and not during pre-training.
As Large Language Models (LLMs) develop stronger multilingual capabilities, their sensitivity to culturally diverse entities becomes increasingly important. Prior work by Naous et al. (2024) has shown that LLMs often favor Western-associated entities in Arabic. Due to the lack of entity-centric multilingual benchmarks, it remains unclear if such biases also manifest in various non-Western languages. In this paper, we introduce Camellia, a benchmark for evaluating entity-centric cultural biases in nine Asian languages, spanning six Asian cultures. Camellia includes 19,530 manually annotated entities associated with the covered Asian or Western cultures, as well as 2,173 masked contexts for these entities derived from social media posts. Using Camellia, we evaluate cultural biases in four recent multilingual LLMs across three tasks: cultural context adaptation, sentiment association, and entity extractive QA. Our analyses show that LLMs struggle with cultural adaptation across these languages, with performance differing across models developed in different regions. We further observe that different LLM families can hold distinct biases, reflected in the ways they link cultures to particular sentiments. Lastly, we find that LLMs can struggle with context understanding in some Asian languages, creating performance gaps between cultures in entity extraction.
Tarek Naous, Anagha Savit, Carlos Rafael Catalan +17
Recent work has shown that LLMs overrepresent dominant cultures, particularly Western ones, while marginalizing others. We investigate whether this affects models' ability to generate culturally adapted responses by evaluating their use of local measurement units based on the user's perceived cultural background. We introduce Cultural and Pragmatic Response Inference (CAPRI), a dataset of conversations with varying levels of cultural cues. Experiments with state-of-the-art LLMs show that models can infer cultural background and recall relevant conventions, but often fail to utilize the information to adapt their answers to the relevant cultural conventions, unless explicitly prompted to perform the tasks sequentially. We further evaluate adaptation to the interpretation of time and quantity expressions, two subjective language grounding dimensions that are affected by culture. We find that models increasingly adapt their answers as cultural cues accumulate, but their priors are not culture-neutral, sometimes aligning with the model's country of origin. Overall, CAPRI provides a resource for future research aimed at narrowing the gap between cultural knowledge and culturally adaptive language generation.
Through an analysis of sequences generated by open-weight large language models (LLMs), we demonstrate that LLMs are heavily biased toward English. While continual pre-training is commonly used to adapt LLMs to a target language, we show that it does not offer a cost advantage over training from scratch, even for improving cultural understanding in the target language. These findings suggest that dedicated per-language investment may become increasingly important for future LLM development, rather than relying primarily on the expansion of English-centric resources.