“I think at the moment it is easier to sell an Asian story than a Latin-American story,” said Mr. Christian Ultsch, editor-in-chief, foreign policy section, Die Presse. He was one of over 100 high level media professionals interviewed across Europe as part of the ASEF study “Asia in the Eyes of Europe”. The findings of this research were presented and anlaysed at a meeting in Vienna, Austria (26-27 September 2011) hosted by the Austrian Institute for International Affairs (OIIP).

The research project examines the perceptions of 'Asia' among European public and the media. So far 13,000 public opinion surveys have been conducted. Over 2,700 'Asia' related articles from 29 media outlets across Europe have been collected and analysed. Recently, over 100 face-to-face interviews were conducted with top European media professionals. Interviewees shared their perceptions of 'Asia' and how they frame news on 'Asia' in European media.  
ASEF leads this research project with a consortium of partners, including the German Council on Foreign Relations (DGAP), Konrad Adenaeur Foundation (KAS), the National Centre for Research on Europe - University of Canterbury (NCRE), and Tsinghua University. The study has been carried out in Austria, Belgium, Denmark, France, Germany, Italy, Romania, and, the UK. Researchers worked closely with local research teams from reputed institutes in Europe including London School of Economics, Institut Francais de Relations Internationales, Copenhagen Business School.    
A public briefing was organised in Vienna to share the research outcomes. It was supported by the House of the EU in Vienna.