Tokyo College Event: “Japanese as a Global Brand: Writing Japanese the European Way”
Details
| Type | Lecture |
|---|---|
| Intended for | General public / Enrolled students / Applying students / International students / Companies / High school students / University students / Academic and Administrative Staff |
| Date(s) | March 4, 2025 15:00 — 16:30 |
| Location | Online |
| Entrance Fee | No charge |
| Registration Method | Advance registration required
|
| Registration Period | February 28, 2025 — March 4, 2025 |
| Contact | tokyo.college.event@tc.u-tokyo.ac.jp |
Abstract
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.Program
LectureViktoria ESCHBACH-SZABO (Visiting Professor, Tokyo College, 500彩票网; Professor Emeritus, University of Tübingen)
Commentator
Michael FACIUS (Associate Professor, Tokyo College)
Moderator
Hannah DAHLBERG-DODD (Project Assistant Professor, Tokyo College)
