Knowledge about one's personality, the self-concept, shapes human experience. Social cognitive neuroscience has made strides addressing the question of where and how the self is represented in the brain. The answer, however, remains elusive. We conducted two functional magnetic resonance imaging experiments (the second preregistered) with human male and female participants employing a self-reference task with a broad range of attributes and carrying out a searchlight representational similarity analysis (RSA). The importance of attributes to self-identity was represented in the medial prefrontal cortex (mPFC), whereas mPFC activation was unrelated both to self-descriptiveness of attributes (experiments 1 and 2) and importance of attributes to a friend's self-identity (experiment 2). Our research provides a comprehensive answer to the abovementioned question: The self-concept is conceptualized in terms of self-importance and represented in the mPFC.SIGNIFICANCE STATEMENTThe self-concept comprises beliefs about who one is as an individual (e.g., personality traits, physical characteristics, desires, likes/dislikes, and social roles). Despite researchers' efforts in the last two decades to understand where and how the self-concept is stored in the brain, the question remains elusive. Using a neuroimaging technique, we found that a brain region called medial prefrontal cortex (mPFC) shows differential but systematic activation patterns depending on the importance of presented word stimuli to a participant's self-concept. Our findings suggest that one's sense of the self is supported by neural populations in the mPFC, each of which is differently sensitive to distinct levels of the personal importance of incoming information.