This paper outlines the importance of the studies of EU external perceptions in the Asia-Pacific region in the times of global multipolar redesign and an ongoing eurozone sovereign debt crisis. It links understanding of the concepts of EU external images and EU international ‘branding’ to the conduct of the EU’s foreign policy. The paper also details the methodology of the transnational comparative research project ‘The EU in the Eyes of Asia Pacific’ which informs all contributions to this Issue. The paper then presents those contributions which explore EU external perceptions in nine Asia-Pacific locations, members of the Asia-Europe Meeting (ASEM) process: China, Japan, South Korea, India, Singapore, Thailand, Australia, New Zealand, and Russia.
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