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This paper aims to contrast three concepts of maum, and heart and mind by using one of the cross-cultural semantic frameworks, the Natural Semantic Metalanguage theory. It attempts to analyze the meanings of Korean cultural concept of ‘maum’ and its corresponding concepts in English. The translational equivalents of 'maum' in English are either 'heart' or 'mind' depending on the context, which suggest that they are not semantic equivalents. While those concepts play a significant role in expressing one's emotion and thought in both Korean and English, no contrastive semantic analysis is found in the literature. The adopted semantic analysis tool has been found to be useful particularly for crosscultural/corsslinguistic context. This study shows the possibility of comparing the culturally-loaded and complex concepts in terms of semantic similarities and differences by using the same measure. At the same time it indicates that the Wierzbicak's approach to linguistic semantics can endow ethnopsychology with a practical and descriptive tool.