The authors explored the extent to which Asian American college women's perceived stigma about counseling mediated the relationship between their adherence to Asian cultural values and intentions to seek counseling, Participants, 201 Asian American college women (age range = 18-24 years), completed measures of Asian cultural values, perceived stigma regarding counseling, and intentions to seek counseling, along with a demographic questionnaire. Asian cultural values were positively correlated with perceived counseling stigma; both Asian cultural values and social stigma were negatively correlated with intentions to seek counseling. The main analysis showed that perceived counseling stigma partially mediated the relationship between participant's; Asian cultural values and intentions to seek counseling. (Contains 1 table.)