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It should be a font that can be easily read and understood by Europeans on the one hand, but that appears with its connotation of the elements of Chinese typography and calligraphy exotic and exciting yet flattering and pleasing to the eye of
Europeans on the other. These fonts or font groups can be integrated into the conventional
visual tools in European mass media with a view to advertising Asian products and services in an appealing and effective way in Europe. It offers a wide spectrum of application, ranging from tourist flyers, product design and TV spots to PR and CI for Asian corporations.