The following discussion continues the exploration of the role of the written word and the media in the context of selected aspects and case studies from within Asia-EU relations. This contribution proposes a look ‘behind the scenes’, as it were, of the language used to delineate, critique and develop EU-Asia relations. The author looks, in particular, at the ways in which the political, economic and cultural facets of EU-Asia interaction are represented, ‘framed’ and ‘constructed’ in selected key international newspapers, namely the Financial Times and the Economist. The piece also de-constructs the language used in a representative sample of official EU documentation, in order to characterise, and give shape to, EU-Asia relations. The author offers an analytical perspective informed by social-constructivist approaches and discourse analysis. He focuses on the ways in which ‘values’ and ‘identities’ are used in the ‘ideational’ construction of the contemporary EU-Asia political space.