Research trends in user interface design and human-computer interaction have been shifting toward the consideration of use context. The reflection of differences in users’ cultural diversity is an important topic in the consumer electronics design process, particularly for widely internationally sold products. In the present study, the authors compared users’ responses to preference and performance to investigate the effect of different cultural backgrounds. A high-definition display product with digital functions was selected as a major digital product domain. Four user interface design concepts were suggested, and user studies were conducted internationally with 57 participants in three major market countries. The tests included users’ subjective preferences on the suggested graphical designs, performances of the on-screen display navigation, and feedback on newly suggested TV features. For reliable analysis, both qualitative and quantitative data were measured. The results reveal that responses to design preference were affected by participants’ cultural background. On the other hand, universal conflicts between preference and performance were witnessed regardless of cultural differences. This study indicates the necessity of user studies of cultural differences and suggests an optimized level of localization in the example of digital consumer electronics design.