Some cultures are effusive and friendly, others not so much. Olga Khazan:
The virile ruler, the vodka, the endless mounds of sour cream—they are pleasing to some. It’s just that grinning without cause is not a skill Russians possess or feel compelled to cultivate. There’s even a Russian proverb that translates, roughly, to “laughing for no reason is a sign of stupidity.”
There’s hard data to back it up.
In countries like Germany, Switzerland, China, and Malaysia, smiling faces were rated as significantly more intelligent than non-smiling people. But in Japan, India, Iran, South Korea, and—you guessed it—Russia, the smiling faces were considered significantly less intelligent. Even after controlling for other factors, like the economy, there was a strong correlation between how unpredictable a society was and the likelihood they would consider smiling unintelligent.
A culture of uncertainty begets fewer smiles, while a culture with more certainty begets smiles.