Abstract
This chapter explores how Eastern cultural practices – from yoga and martial arts to feng shui, cuisine, fashion, medicine, and spiritual traditions – have been reimagined, commodified, and strategically reinvented within Western media and consumer culture. We analyse how orientalism adapts to market logics, producing mystical, exotic, or aesthetically pleasing versions of ‘the East’ while obscuring historical, philosophical, and political contexts. The chapter also examines the roles of digital platforms, self-orientalism, and global production networks in shaping contemporary representations. Ultimately, it interrogates how authenticity, agency, and power operate when Eastern practices become commodities circulating through global capitalism.