This article systematically investigates both regional and issue-specific variation in external perceptions of the European Union (EU) as a global power and an international leader. While most studies on EU external perceptions focus on a one-dimensional vision of EU leadership and/or great-powerness, it is argued here that these perceptions are highly issue-specific, multilayered and differentiating. This study draws on data collected through elite interviews in three regions: the Pacific, Southeast Asia and Africa. The findings make a contribution to the debate on the perception of third states on the international role of the EU.

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Positioned within the multidisciplinary scholarly fields of political psychology, our analysis follows an interdisciplinary approach, linking the study of EU images (from international relations (IR), political science and EU Studies) to the notion of conceptual metaphors (cognitive linguistics). Our research uses a novel empirical tool – a four‐tiered model of conceptual metaphors (Zhabotynska, 2011) to assess how meanings are formed in the construction of EU images in third countries. Using a case‐study of Australian and New Zealand elites, the paper contributes to EU foreign policy scholarship through the description of a systematic algorithm for tracing the ‘mapping of emotions’ towards the EU from beyond its borders. Metaphors are understood as a cognitive device for translating emotions, but empirical analysis of emotions is nascent in IR studies. Assessing EU external images over time in an empirically‐informed and systematic way is a further novel contribution from this body of research.

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