Japanese as a Global Brand: Writing Japanese the European Way (Lecture by Prof. Viktoria ESCHBACH-SZABO)

Zoom Webinar (Register here)

This lecture explores the influence of the Japanese language on the global branding of Japan beyond its borders. It examines how the Japanese language is strategically employed to evoke distinct imagery, cultural significance, and authenticity. The session offers insights into the current landscape and future research directions of Japanese language as an important world language. Employing linguistic case studies from Germany and Hungary, the lecture highlights how Japanese writing elements are rephrased or combined with a product’s identity and with design cues evoking Japaneseness. Creatively adapted in new contexts overseas, the Japanese language has become a strong branding tool in Europe.

Lecture
Viktoria ESCHBACH-SZABO (Visiting Professor, Tokyo College, The University of Tokyo; Professor Emeritus, University of Tübingen)

Commentator
Michael FACIUS (Associate Professor, Tokyo College)

Moderator
Hannah DAHLBERG-DODD (Project Assistant Professor, Tokyo College)