Here is the quote from Baggini, pp. 201-2:
“[In] the shootings ... at Virginia Tech in April 2007[,] Seung-Hui [Cho] killed thirty-two people and injured seventeen others before committing suicide, in [what was then] the worst massacre by a lone gunman in US history. The reaction of Hong Sung Pyo, a sixty-five-year-old textile executive in Seoul, was typical of many Koreans. ‘We don’t expect Koreans to shoot people, so we feel very ashamed and also worried.’ It was this sense of shame that led the South Korean ambassador to the US to fast for thirty-two days, one for each of the murdered victims.
Many Americans were baffled by this, but every expert on South Korea ... had the same explanation. ‘It’s a notion of collective responsibility’, said Mike Breen, author of The Koreans. “I can smell a collective sense of guilt,’ said Lim Jie-Hyun, a history professor at Hanyang University in Seoul. ‘There is confusion [in Korea] between individual responsibility and national responsibility.’ As [Tamler] Sommers concludes, ‘Koreans did not merely feel shame for the act of the Virginia Tech killer, they felt responsible. They wished to apologise and atone for the act.’
The psychologist Richard Nisbett has assembled an impressive array of evidence which suggests that deep cultural differences like these do actually change the way people think. In particular, the very idea of who performs an action differs across cultures. ‘For Westerners,’ writes Nisbett, ‘it is the self that does the acting; for Easterners, action is something that is undertaken in concert with others or that is the consequence of the self operating in a field of forces.’ This means that easterners have a sense of ‘collective agency’ largely absent in the West.”