Long-term memory colors have been discussed extensively in the literature but previous articles focused on reflecting color samples. In this work, we studied six important long-term memory colors, skin (both Caucasian and Oriental), green grass, blue sky, deciduous foliage, orange, and banana, in the viewing situation of a self luminous color monitor, for two different observer groups, Koreans and Hungarians. We quantified the long-term memory colors of both observer groups in terms of CIE L*,a*,b* values, in a given viewing situation, and estimated interobserver variability. We used a comprehensive psychophysical experimental methodology including both the method of constant stimuli and the method of adjustment. In man); cases, we found significant differences (t tests, P < 0.05) between the Korean and the Hungarian long-term memory colors. (C) 2006 Wiley Periodicals, Inc.