Vo Minh Vinh1 & Watanabe Maib2

Cultural Color Codes in Animal-Focused Children's Literature: How Vietnamese and Japanese Perceptions of Color Shape Emotional Response and Brand Messaging

This research explores the impact of culturally embedded color meanings, character-based color–emotion linkages, and color branding on children’s emotional reactions to animal characters in picture books, drawing comparisons between young readers in Vietnam and Japan. Grounded in...