ORIENTALISM EXPRESS

VISUAL ANALYSIS/RESEARCH

Dutch products accurately representing Malay/Indonesian cultures

Isa Norhadi
Critical Studies

Japanese visual culture

Nasi goreng seasoning from Indonesia, with batik motifs

Thai visual culture

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.

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

Malays and Indonesians traditionally eat rice dishes with their hands.

ISSUE ONE:

THE VISUAL HOMOGENISATION OF VARIOUS ASIAN CULTURES

Pakistani visual culture

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

"Selamat Makan": bon appetit in Malay and Indonesian

Chinese visual elements representing Malay/Indonesian cultures

Three vastly different cultures, but same Chinese dragon motif

ISSUE TWO:

THE OBJECTIFYING PORTRAYAL OF ASIANS AS MASCOTS

ISSUE THREE:

THE USE OF (STEREO)TYPOGRAPHY

Typeface used on Indonesian products

TYPEFACE: Neuland/Lithos

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

Arabic-inspired font

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

TYPEFACE: "wonton font"

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