The standard of living in large parts of East Asia approaches or surpasses that of the Netherlands and other Westen European countries. Prosperity and globalisation also involve increasing agreements and an ever broader exchange.
Western and other foreign products, cuisine, art, designs, mass culture and lifestyles are increasingly prevalent in East Asia; the same applies, to a more modest extent, to Asian influences in Europe. Exchange means adapting to local preferences and demands; to be accepted fully and enduringly, an unfamiliar idea or design has to be seen as an integral part of one’s own living environment. Under this theme we research the cultural relations between East Asia and Europe in the field of tension between globalisation and localisation. How can Dutch and European organisations, individuals and companies best respond to this issue, and conversely how can Asian organisations, individuals and companies optimise their opportunities in Europe.