We review recent developments in the study of culture and personality measurement. Three approaches are de- scribed: an etic approach that focuses on establishing measurement equivalence in imported measures of person- ality, an emic (indigenous) approach that studies person- ality in specific cultures, and a combined emic–etic ap- proach to personality. We propose the latter approach as a way of combining the methodological rigor of the etic approach and the cultural sensitivity of the emic approach. The combined approach is illustrated by two examples: the first with origins in Chinese culture and the second in South Africa. The article ends with a discussion of the theoretical and practical implications of the combined emic–etic ap- proach for the study of culture and personality and for psychology as a science. Keywords: indigenous, personality, cross-cultural, emic, etic, combined emic–etic.