https://journal.num.edu.mn/asianstudies <p style="text-align: justify;">Asian Studies in Mongolia is a peer-reviewed open access journal, which publishes original research articles mainly focusing on Asian Studies such as Sinology, Japanese, Korean and Turkish Studies.</p> <p style="text-align: justify;">The journal is published by Department of Asian Studies, National University of Mongolia (since 2021.09.01). There are no fees payable to submit or publish in this journal and the articles are published in English. ISSN is 2957-5281.</p> SCHOOL OF ARTS AND SCIENCES, NATIONAL UNIVERSITY OF MONGOLIA en-US Asian Studies 2957-5281 https://journal.num.edu.mn/asianstudies/article/view/10590 <p>The public opinion survey in Mongolia shows that Japan is among the coun-tries with a high favorability rating among Mongolians, and Japanese literature is also widely popular in Mongolia. This study focuses on the novel Before the Coffee Gets Cold by Toshikazu Kawaguchi. Taking the “horizon of expectations” in reception theory as the entry point, it analyzes this work from three dimen-sions: narrative structure, text translation, and reader evaluation. Combined with the book promotion model, it explores the reasons for the high acceptance and wide dissemination of Japanese literary works among Mongolian readers. The research indicates that the remarkable achievements of Japanese literature in Mongolia result from the combined efforts of the work’s intrinsic appeal, the adoption of translation strategies tailored to the local context, and the use of digital dissemination methods under the background of the global promotion of Japanese literature.This study highlights the factors contributing to the popularity of Japanese literature in Mongolia, which may offer broader implications for cross-cultural literary exchange and the global circulation of literature.</p> Luwei Wang Zhifeng Qin Copyright (c) 2026 2026-01-22 2026-01-22 4 1 1 – 13 1 – 13