Date of Publication

4-2024

Document Type

Master's Thesis

Degree Name

Master of Arts in International Studies major in Asian Studies

Subject Categories

Asian Studies

College

College of Liberal Arts

Department/Unit

International Studies

Thesis Advisor

Charmaine M. Willoughby

Defense Panel Chair

Ron Bridget T. Vilog

Defense Panel Member

Mark Inigo M. Tallara
Robert Joseph Medillo

Abstract/Summary

Japan has been juxtaposing the world’s understanding of its Oriental background in making known its “authentic” Japanese voice, and scholarly criticisms point to Japan’s identity as unnatural and overly idealized. The study applied Self-Orientalism to analyze its brand image and authentic self. It contends that Japan is a self-oriental actor that engages in a strategic process of essentializing, styling, and conveying versions of its authentic self away from Western labels via its brand image, and to which country targets like the Philippines and Indonesia elicit unique responses to Japan’s policy parallelism because of their cultural horizons. In this case, the research examined Japan’s brand image via motives and self-perception, studied the varied reactions to Japan’s brand initiatives, and described Japan’s promotional challenges and self-oriental strategies abroad. The conclusion reiterated Japan’s multielement image as a Westernalized East and the target reception and response process based on the cultural horizon and strategic essentialism.

Keywords: Brand image, Self-Orientalism, cultural horizon, target countries, Westernalized East, and Japan

Abstract Format

html

Language

English

Format

Electronic

Keywords

Japan—Foreign relations—Philippines; Japan—Foreign relations—Indonesia; Cultural diplomacy—Japan; Cultural policy; Branding (Marketing)

Upload Full Text

wf_yes

Embargo Period

4-4-2026

Download

Available for download on Saturday, April 04, 2026

Share

COinS