Most commentaries on the European Union’s strategy towards Asia have concentrated on the promotion of trade, democratic values, civil society development, human rights dialogue, as well as programmes on economic, commercial and development cooperation. In recent years, security and political cooperation have contributed to a much wider spectrum of European Union-Asia relations, presenting new opportunities for diplomatic manoeuvre. But a key of aspect of the European Commission’s 2001 Communication has been ‘to strengthen further the mutual awareness between Europe and Asia and to reduce persisting stereotypes’.1 However, given the conventional emphasis on the activities and importance of political elites, mass public opinion has received little attention in existing analyses of trade figures, tourist numbers, policy issues, common stances or areas of discord.