How significant is the role of “culture” in virtual worlds?

Many media report that HiPiHi virtual world is the Chinese version of second life, due to their similar platform and business model. However, some people still think that they are different--- because one represents western cultural values, while the other revolves around oriental culture, and culture here is of course more than just a few temple-like buildings or avatar's oriental outfits. It is tied into human interaction, community structure etc.

Culture, while being an indispensable part of real life, so fundamental that it is almost transparent in our daily operations: Do you think that it holds any significance in virtual worlds? What do you see as the expression or implication of the idea “culture” in virtual worlds?