This chapter introduces the central problem and lays the foundation for the book’s analysis by examining the evolving image of the EU as a trade actor. Traditionally, the EU has promoted itself as a benevolent force committed to free trade, sustainable development, and ethical standards, yet it has also been critiqued as a predatory hegemon imposing its norms on Global South partners. The chapter emphasises the importance of external perceptions—particularly regarding the EU’s trade agreements with Viet Nam and Indonesia, where sustainability clauses are integral—and identifies Southeast Asia as a strategic interest zone that has driven the EU to formalise trade relations with these two key players. Recent shifts in EU trade policy reveal an evolution in its identity. While the bloc continues to stress its normative agenda, its strategy now incorporates a more assertive stance aimed at securing essential raw materials for the green transition and safeguarding economic security. This dual approach reflects both the longstanding benevolence narrative and an emerging, robust rules-based posture. By engaging with existing scholarship on EU–Asia relations, the chapter demonstrates that colonial legacies play a recurring role in shaping external perceptions. However, it also notes that previous research has largely overlooked the influence of unique national identities. This observation sets the stage for a nuanced exploration of how historical, cultural, and political factors combine to shape perceptions of the EU’s trade identity.