Western ghost culture is visual and pays attention to visual impact; The East (especially China, Japan, Thailand and other countries) is idealistic and pays attention to spiritual association. Different horror cultures bring us a surprise and let us see another interesting horror face besides the domineering of Hollywood movies.
Therefore, western horror films often show off stunts and stimulate the eyes of the audience through various bloody and violent scenes. For example, most of the horror films in Hollywood use monster images synthesized by high-tech computers, which only bring people a sense of visual terror. The most obvious examples are, of course, the classic Dead Men Everywhere, Saw and The Shining.
In contrast, China's horror films are much more restrained. The horror in the east is mostly based on the atmosphere of terror, so that the audience can scare themselves. Stimulation often comes from vision, more than vision. Under those seemingly calm narratives, there is a dark undercurrent, and the sense of terror seeps out bit by bit, filling the whole theater. Terror is rooted in the audience's mind and lingers for a long time.