In 2006, the Asia-Europe Foundation (ASEF) of Singapore and the National Center for Research on Europe (NCRE) at the University of Canterbury in New Zealand initiated a unique major comparative study of attitudes and citizens' perceptions of the European Union in Asia, which, by 2009, has involved 12 locations in Asia (all Asian ASEM countries will be examined by 2011). In each locality, the project systematically assessed EU daily representations in reputable local news media, as well as EU imagery among the general public and national stakeholders. In a serious effort to reinvigorate studies of EU-Asia relations, to support new generation of EU-Asia researchers and to create new academic networks, ASEF and NCRE held the first Yong Academics Workshop (YAW) at the College of Europe in Bruges in September 2008. It involved 20 early career academics from Europe and Asia. Using data from the transnational project 'The EU through the Eyes of Asia,' the YAW participants developed their individual case-studies. This volume includes selections of the best case studies, addressing the perceptions of the EU as normative and economic.
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