The Japanese linguistic landscape is a dynamically vibrant area with words and phrases appearing in a vast array of locations written in a wide range of scripts, fonts, sizes and colours, and all serving a complex and interconnected array of functions. This visual landscape of shop signs, street signs, advertising posters, information boards and vending machines is complemented by a similar vibrancy and dynamism in more private domains such as restaurant menus, product packaging, clothing, newspaper articles, magazine stories and TV advertising. Immediately striking an observer of these contexts is the fact that, although the Japanese language has a highly complex writing system incorporating an admixture of logographic, syllabic and alphabetic characters, a great many of the words and phrases in Japanese social contexts are transcribed in Latin alphabet characters. Because the vast majority of these lexical items are either direct imports of words from the English language (often termed ‘loanwords' or ‘borrowings') or domestic creations based on English vocabulary (often termed ‘wasei eigo'/‘Japan-created English'), those who are familiar with the English language are assisted in their orientation around Japan by this pervasive use of English-based vocabulary.

In his short list of predictions for the future of English, written in 2006, David Graddol wrote that ‘Asia may determine the future of global English’ (2006: 15). India and China especially, he suggested, were likely to be the major influences on how the concept of English as a global language would develop. As Asian economies grew, so did their political status, potentially offering a different model for the global ecology of languages. Nearly two decades on, we are beginning to see notable shifts in the way English is perceived in different parts of the world. As a variety in an Expanding Circle country (Kachru, 1985), English in China has conventionally been seen as a foreign or international language, and the concept of an indigenized variety has received less discussion than it has in Outer Circle countries. But with shifts in geopolitics, the conventional rationales for naming practices around English in China may no longer be applicable. The discussion below is centred, therefore, around the issue of what might be a better term to capture the contemporary reality of English use, and attitudes to this use, in China; and on how an emergent variety, associated with the term China English, is becoming a more and more accepted part of linguistic culture in Chinese society.