This article aims to address issues of culture in counselling, with a particular emphasis on the links between culture, action, and counselling. It also addresses how action can be incorporated into counselling, with contextual action theory as an integrative framework. To this end, the article reviews the notion of culture and a general perspective of multicultural counselling that places culture into a helping context. It also discusses the issue of cultural values and norms, using individualism and collectivism as a major exemplar to illustrate how culture can affect action and interaction in a counselling context. It then provides ideas and helping methods of incorporating culture and action into counselling intervention.