The article reflects on how Westerners perceive China, Japan, and South Korea, posing questions about immediate associations and cultural understanding. It highlights the importance of looking beyond stereotypes in a globalized world.

What comes to mind when you think of China, Japan and South Korea? This was a question posed in a second-year sociology seminar during my time at Bristol, and it has stayed with me ever since. We were split into three groups and given 10 minutes to create posters capturing our immediate associations. Japan came first. Sketches of anime, sushi platters and temples appeared. My classmates spoke with enthusiasm, drawing on travel memories or aspirations to visit. A country that, less than a century...