If the appointment of the EU’s first permanent president and high representative for foreign affairs was intended to boost the Union’s visibility on the global scene, it seems to have missed its target on day one in Asia. The nominations of Belgian Prime Minister Herman Van Rompuy and Trade Commissioner Catherine Ashton, on 19 November, triggered limited reactions among governments, opinion leaders and the media in the fastest growing region in the world. However, policy makers and experts in the Asia-Pacific region believe that the new institutional setup will strengthen relations with the EU, despite the low profile of Van Rompuy and Ashton.

“As a strategic partner of the EU, China congratulates the leaders elected and feels glad for that,” said Wen Jiabao, the Chinese prime minister, without naming Van Rompuy and Ashton, on the occasion of a forum on EU-China relations. In sharp contrast with the US, Asian governments reacted in a low-key manner. South Korean President Lee Myung-bak sent a congratulatory message to Van Rompuy through diplomatic channels. He pledged to cooperate further with Europe to combat the financial crisis and to strengthen democracy and human rights. He added that he hoped to “sign and ratify the EU-Korea free trade agreement” during Van Rompuy’s time in office.

The appointment of Van Rompuy and Ashton received limited attention in the Asian press mainly because their names are unknown. The fact that the newly appointed figures are little known on the world scene “could be a problem,” Sung-Hoon Park, professor at Korea University, told Europolitics.

However, Asian experts believe that the new appointments are a step in the right direction that will strengthen Europe’s global role in the long run. “Van Rompuy is not a bad choice since the key challenge for Europe is to build consensus. If Europe wants to have influence, it needs first to speak with one voice,” said Professor Park. China, in particular, has followed closely the process towards the implementation of the Lisbon Treaty and hopes that it will simplify its day-to-day relations with its biggest trading partner. The merger of the Commission and Council’s external relations resources is welcomed by diplomats across Asia, who have been frustrated by the complexities of EU policy making. The transformation of the Commission’s delegations into EU delegations is seen as a step forward and could strengthen Europe’s negotiating position.

The new High Representative, Catherine Ashton, could build on her experience gained in Asia as a trade commissioner to assert herself on the global stage. But according to Park, “Member states chose her because they do not want to be challenged”.

Overall, analysts believe that the EU will need to appoint more powerful figures in the future if it wants to match the US’ political influence in the region. “As a first president, they need a good arbitrator, such as Van Rompuy. But next time they will have to appoint a big man,” Kim Deuk-kap from the Samsung Economic Research Institute told Europolitics.