This paper explores the link between globalisation, corporate nationalism and Orientalism by examining the context of global advertising production. More specifically, the analysis focuses on the notion of ‘self-Orientalisation’ (Dirlik, 1996; Iwabuchi, 1994) as represented by a Japanese sporting goods company Asics within its ‘Made of Japan’ campaigns for the Onitsuka Tiger brand. In these campaigns, Japanese identity was re-imagined, branded and represented by Asics’ Western partners for advertising to capitalise on the Western desire to consume ‘Cool Japan’ (Allison, 2009; Condry, 2009; Iwabuchi, 2008). In turn, the paper challenges the binary view of the Orient and the Occident by illustrating the reciprocity, complexities and negotiations between Japanese and Western advertising cultural intermediaries. The analysis employed a multi-method approach including interviews with advertising personnel in Japan and Europe to examine: (a) Asics’ process of self-Orientalisation which involves intense negotiations and power relations between Japan and Europe; and, (b) an ambivalent sense of Japan as ‘the Self’ and ‘the Other’ as represented by the Western cultural intermediaries.