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Book Description: This volume brings together some of the best and most knowledgeable writers on consumption and cultural theory to chart the under-explored field of intra-regional cultural flows and consumption in Asia, and the importance of these in constituting contemporary Asian national identities. It offers innovative possibilities for envisioning how intra-Asian cultural traffic of popular and consumer culture (such as TV, music, film, advertising and commodities) has produced a new mode of cross-cultural fertilisation within Asian societies, which does not merely copy Western counterparts. The book is unique in its investigation of how 'Asianness' is being exploited by Asian transnational cultural industries, and how it is enmeshed in the new relations of power in the region. The scholars contributed to this book are mostly living or working in Asia or with extensive experience in Asia. The work as a whole forges a theoretical shift in the study of cultural globalisation by attending to the dialogue, rivalry and domination between non-Western modernities. The material is ethnographically rich with interesting examples of a range of cultural fields such as television, leisure sites, performance, music and fashion.

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