Australia Acts to Spur Interest in Asian Trade : Schools Urged to Teach Languages, Culture

Australians have reached the conclusion that “G’day, mate. How’s it going,” followed by a hearty slap on the back, is no way to do business in Asia.

The blunt greeting has been an endearing formula for winning contracts in many parts of the world. But in Asia, it can be as insulting as a slap in the face.

Australians are now being encouraged to try the more subtle approach of learning Asian languages and culture.

The government is pushing colleges and universities to vastly expand their Asian studies and language courses to make the country mentally, as well as physically, closer to Asia.

Australian businessmen have traditionally viewed Asia as being difficult, preferring to concentrate on European or U.S. markets, where they felt they enjoyed greater rapport.

“Asia in our repertoire of national skills is almost non-existent,” said a report by the Asian Studies Council, a government advisory body formed in 1986. “Yet Asia is central to our trade, our foreign relations and our future.”

The council commends the example of Canada, which it says has targeted the Northwest Pacific region.

“Its investments are rising. Its aid program to the region is increasing. Its educational links and efforts in Asian studies are being pursued with vigor,” the council said.

“This is paradoxical given Australia’s location.”

Australia’s need to change approach is reflected in figures that show it losing out on Asia’s huge growth.

A Major Customer

On the surface, the country seems to be doing well.

Asia took nearly half of Australia’s $34 billion worth of exports in the financial year ending June, 1987. But Australia’s imports from Asia fell from 5.75% in 1976 to 3.5% in 1988.

In 1982, Australia invested $1.9 billion in the Assn. of South-East Asian Nations, which groups Brunei, Indonesia, Malaysia, the Philippines, Singapore and Thailand. By 1987, investment in ASEAN had fallen to $1.2 billion.

In contrast, Australian investment in the United States grew from $4.25 billion in 1982 to $18 billion in 1987.

Australia’s efforts to become closer to Asia have been given impetus by indications that the world could divide into major trading blocks, with diminishing trade between them.

It fears being left out in the cold against groupings such as the European Economic Community, the United States and Canada, and Asia.

Australia’s hope is to educate its 16 million population, the majority British descendants, into believing that they belong with Asia, not Europe.

It is a big task. Government statistics show that Asian language study is falling and 97% of university and college graduates have never closely studied Asia.

In 1986, only 2.2% of Australian high school and college students studied an Asian language, while 9.5% studied a European language.

Targets include:

* By 1995 to 2000, at least 40 of the top 100 companies in Australia should have senior executives fluent in an Asian language or well versed in Asian cultures.

* By 2000, some 25% of students below university and college level should be studying an Asian language as a main subject.

* By the mid-1990s, public opinion, as measured by surveys, should overwhelmingly endorse the view that Asia is central to Australia’s future.

Reaction is so far encouraging.

Over the past year, there has been a 150% rise in students studying Japanese, the language of Australia’s biggest Asian trading partner.

Asian migrants made up about one-third of the migrant population in 1988.

Although there has been bitter debate over the rate of Asian migration to Australia, commentators say it does not amount to an “Asianization” of the country.

It is now increasingly being portrayed in the media as a normalization of Australia’s place in the Asia-Pacific region.

“A Western cultural background will enable Westerners to slide along the surface of Asia and return to the West,” the Asian Studies Council said.

“For Australia, which cannot slide along the surface and return to the West, Asian culture presents an increasingly assertive presence.”