In the US, even strangers, say "Hi", "Good Morning" and "Happy weekend". When I first came across this kind of behavior, Though it was not personal, It was a great "feel good" feeling that cheered me up. I was happy to reciprocate and very soon became a roman as i was in Rome.
In offices, during the festival times, "We get a Happy so and so, wish you that this" from the HR, the Junior VP, VP and senior VP and from everybody mailed to everybody. I appreciate even this a nice gesture and courtesy.
When you do a good job/or meet your target or something to this effect, your second level manager chips in, sends you a congrats note. I can bear even this, cause even he is a stake holder to an extent.
Whereas, certain occasions, such as, "when you stay in an organization for quite some time like a touchwood and receive a mail that says "You Da Man" undersigned by some VP who barely knew/knows of your existence!" and "when all the higher up's whom you never know how they fit in the hierarchy, start spamming you with congratulations, thank you notes and asking you to keep up the good work[when they really have no clue on what you are doing] when you get a mere paltry sum as a monthly hike[an amount less than what you would make in one single day, when you freelance] as a result of an HR gimmick" then, then you are really PISSING me off!
Dear so called upper/middle management, "Do not pretend that you care for me on a personal basis. Because it insults my intelligence and it makes me very angry!"