Asia in the eyes of Europe

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This publication presents findings from an interregional research project aimed at understanding public and media perceptions of 'Asia' in Europe. The global economic crisis has significantly affected the world, with Europe facing ongoing challenges while Asia emerges as a key economic and political force. In this context, it is crucial to explore how 'Asia' is perceived in Europe, as cooperation between the two regions becomes increasingly important. The study of perception has gained traction as a multi-disciplinary field, offering insights into expectations and fostering improved communication and policy adjustments. Conducted across eight EU member states—Austria, Belgium, Denmark, France, Germany, Italy, Romania, and the United Kingdom—between 2010 and 2011, the research aims to assist policymakers in enhancing mutual cooperation. The publication includes a thorough analysis of core research findings, daily assessments of 29 European media outlets, a public opinion survey with over 6,000 respondents, and face-to-face interviews with more than 100 leading European media professionals. The rigorously researched insights shed light on the issues and images of a 'Rising Asia' that resonate with Europeans.