ORIENTALISM EXPRESS

ISSUE ONE:

THE VISUAL HOMOGENISATION OF VARIOUS ASIAN CULTURES

ISSUE TWO:

THE OBJECTIFYING PORTRAYAL OF ASIANS AS MASCOTS

ISSUE THREE:

THE USE OF (STEREO)TYPOGRAPHY

Three vastly different cultures, but same Chinese dragon motif

Japanese visual culture

Thai visual culture

Pakistani visual culture

Chinese visual elements representing Malay/Indonesian cultures

Chopsticks are only a part of East Asian cultures
(Chinese, Korean, Japanese).

Malays and Indonesians traditionally eat rice dishes with their hands.

"Selamat Makan": bon appetit in Malay and Indonesian

Nasi goreng seasoning from Indonesia, with batik motifs

Nasi goreng from Netherlands, with stereotypical Chinese visual elements... and KUNGFUUUU

Dutch products accurately representing Malay/Indonesian cultures

TYPEFACE: Neuland/Lithos

Usage suggests 'exotic mystery', 'tropical adventure'. Also been used to describe African/indigenous themes

Typeface used on Indonesian products

TYPEFACE: "wonton font"

Usage suggests East Asian identity, meant to mimic brushstrokes from Chinese characters

Historical use of the wonton font to portray 'yellow peril'/anti-Asian racism in the West

Arabic-inspired font

VISUAL ANALYSIS/RESEARCH

My topic of interest involves the misrepresentation of Asian cultures on brand identities across the Dutch consumer market. I have categorised such examples to three different issues that concern Asian identity.

Isa Norhadi
Critical Studies