The US, China and Japan are often portrayed as three giant states dominating the region of East Asia in perpetual potential conflict. This article proposes that such assessments should be tempered in the light of changing regional and global dynamics and, in particular, in view of the growing centrality of the region of East Asia itself for foreign policy agendas. Adopting a framework underpinned by the concept of strategic regionalism, this article focuses upon the developing collective identification of region, and assesses the possibility for joint leadership in East Asia.