Modesty has been a virtue for thousands of years in China. Modest people are generally respected by others. I am wondering whether it is the same in western culture. 

Many books told me that western people don't put much value on modesty. From those books' perspective, modest poeple stand little chance of success: A person has to be aggresive in the work place, otherwise he won't get a chance to exhibit his talent. Paradoxically, I also learnt that some succesful individuals in western countries lead simple, low-key lives. And of the foreign guys I know about, they all like modest people because those with such a characteristic usually have good personalities.

So I am a little bit confused. Personally, I regard modesty as a moral trait and respect those prominent but modest people, though sometimes I can't help brag about meself. 

I'd like to hear your opinions!