The Pentel case study exhibits a success case of a global firm's ability to incorporate cultural-specific values into an advertising campaign. Pentel used superstitious beliefs in the Thai culture to create the Write Your Own Luck campaign. The company launched a limited pen collection designed to be carried as lucky charms. Each pen version…

Cultural awareness is essential in foreign language education. This paper explores two projects that exemplify the integration of cultural elements into foreign language learning involving both first language (L1) and second language (L2) cultures. The first project was initiated in the course "German Cinema". It focuses on the legendary…

Thais and U.S. citizens have a number of striking cultural similarities. Both prize the freedoms they enjoy, both are quite pragmatic and individualistic, and both disdain pomposity and arrogance. These traits form a kind of common core that helps Thais and U.S. citizens connect in cross-cultural interactions. Nevertheless, there are also…

Reports on an interview with Terry E. Miller, a specialist on music of Thailand and other southeastern Asian nations. Discusses the culture, the role of music, and musical instruments of Thailand. Includes a list of resources and two lesson plans for teaching about Thai music. (CFR)

This book is an inquiry into university teaching across cultures and includes, in Part 1, a cast study of the nature of the university workplace in Thailand, and in Part 2, common instructional problems and solutions faced by Western professors teaching in the Southeast Asian context. Within Part 1, "The Nature of the University as a…