When writing a cover letter, should I make it about me and my skills, or "us" (the relationship with the company)? For the last 3.5 years I've been doing autom

When writing a cover letter, should I make it about me and my skills, or "us" (the relationship with the company)? For the last 3.5 years I've been doing automation, control, logging, and data science projects for a memory card manufacturer in Taiwan. Now I want to move to New Zealand (possibly Australia or Canada). Although my parents are British, I've had more work experience in the relational culture of East Asia (China, Korea, Taiwan). I feel uneasy just bragging about myself on a cover letter/résumé, and instead prefer to write about how "we" could work together. I'm worried that individualist cultures might not understand that, though. Should I change my writing style?