> Yeah there seems to be a thing where in the US, what's seen as "selling yourself" or "putting your best foot forward" is considered excessive self-promotion / tall poppy behavior in other cultures.

It is a uniquely US thing & is a common struggle for foreigners who are new to US corporate culture.

Can be especially tricky if you are a 3rd culture individual that has to manage relationships spanning different cultures in your daily life. You can't easily turn "hustler" mode off and on.

It is a huge faux pas in almost every non-western culture and can wreak havoc in your personal life.