Fifteen‐ to 18‐month‐old infants from three nationalities were observed interacting with their mothers and during two self‐recognition tasks. Scottish interactions were characterized by distal contact, Zambian interactions by proximal contact, and Turkish interactions by a mixture of contact strategies. These culturally distinct experiences may scaffold different perspectives on self. In support, Scottish infants performed best in a task requiring recognition of the self in an individualistic context (mirror self‐recognition), whereas Zambian infants performed best in a task requiring recognition of the self in a less individualistic context (body‐as‐obstacle task). Turkish infants performed similarly to Zambian infants on the body‐as‐obstacle task, but outperformed Zambians on the mirror self‐recognition task. Verbal contact (a distal strategy) was positively related to mirror self‐recognition and negatively related to passing the body‐as‐obstacle task. Directive action and speech (proximal strategies) were negatively related to mirror self‐recognition. Self‐awareness performance was best predicted by cultural context; autonomous settings predicted success in mirror self‐recognition, and related settings predicted success in the body‐as‐obstacle task. These novel data substantiate the idea that cultural factors may play a role in the early expression of self‐awareness. More broadly, the results highlight the importance of moving beyond the mark test, and designing culturally sensitive tests of self‐awareness. This study describes cultural differences in rural Zambian, urban Scottish and urban Turkish infants' performance on two established self‐awareness tasks. Autonomous settings were associated with success in mirror self‐recognition, whereas related settings were associated with success in the ‘body‐as‐obstacle’ task.