The discourse regarding cultural differences has mainly focused on dissimilarities between countries (inter-cultural variations). However, this thesis will suggest that intra-cultural variations also occur within national borders. Especially in developing countries, exposed and influenced by other cultures. The purpose with this thesis is therefore to reveal how culture is perceived on the eastern coast of China compared to the typical view of Chinese culture as a whole. The study has been made by conducting e-mail based surveys with the Swedish company Ericsson, Swedish Chamber of Commerce and the Swedish Trade Council. The result indicates a distinct difference in culture between east coast cities and inland China. Conclusively, intra-cultural variations appeared to be present in the studied country.