Katarzyna J. Cwiertka – författare

By documenting, analysing and interpreting the transformations in the local diets of Asian peoples within the last hundred years, this volume pinpoints the consequences of the tension between homogenisation and cultural heterogenisation, which is so characteristic for today's global interaction.

Branding Japanese Food is the first book in English on the use of food for the purpose of place branding in Japan. At the center of the narrative is the 2013 inscription of "Washoku, traditional dietary cultures of the Japanese, notably for the celebration of New Year" on UNESCO's Representative List of the Intangible Cultural Heritage of Humanity. The authors challenge the very definition of washoku as it was presented in the UNESCO nomination, and expose the multitude of contradictions and falsehoods used in the promotion of Japanese cuisine as part of the nation-branding agenda.Cwiertka and Yasuhara argue further that the manipulation of historical facts in the case of washoku is actually a continuation of similar practices employed for centuries in the branding foods as iconic markers of tourist attractions. They draw parallels with gastronomic meibutsu (famous products) and edible omiyage (souvenirs), which since the early modern period have been persistently marketed through questionable connections with historical personages and events. Today, meibutsu and omiyage play a central role in the travel experience in Japan and comprise a major category in the practices of gift exchange. Few seem to mind that the stories surrounding these foods are hardly ever factual, despite the fact that the stories, rather than the food itself, constitute the primary attraction. The practice itself is derived from the intellectual exercise of evoking specific associations and sentiments by referring to imaginary landscapes, known as utamakura or meisho. At first restricted to poetry, this exercise was expanded to the visual arts, and by the early modern period familiarity with specific locations and the culinary associations they evoked had become a fixed component of public collective knowledge.The construction of the myths of meibutsu, omiyage, and washoku as described in this book not only enriches the understanding of Japanese culinary culture, but also highlights the dangers of tweaking of history for branding purposes, and the even greater danger posed by historians remaining silent in the face of this irreversible reshaping of the past into a consumable product for public enjoyment.

Branding Japanese Food is the first book in English on the use of food for the purpose of place branding in Japan. At the center of the narrative is the 2013 inscription of ""Washoku, traditional dietary cultures of the Japanese, notably for the celebration of New Year"" on UNESCO's Representative List of the Intangible Cultural Heritage of Humanity. The authors challenge the very definition of washoku as it was presented in the UNESCO nomination, and expose the multitude of contradictions and falsehoods used in the promotion of Japanese cuisine as part of the nation-branding agenda.Cwiertka and Yasuhara argue further that the manipulation of historical facts in the case of washoku is actually a continuation of similar practices employed for centuries in the branding of foods as iconic markers of tourist attractions. They draw parallels with gastronomic meibutsu (famous products) and edible omiyage (souvenirs), which since the early modern period have been persistently marketed through questionable connections with historical personages and events. Today, meibutsu and omiyage play a central role in the travel experience in Japan and comprise a major category in the practices of gift exchange. Few seem to mind that the stories surrounding these foods are hardly ever factual, despite the fact that the stories, rather than the food itself, constitute the primary attraction. The practice itself is derived from the intellectual exercise of evoking specific associations and sentiments by referring to imaginary landscapes, known as utamakura or meisho. At first restricted to poetry, this exercise was expanded to the visual arts, and by the early modern period familiarity with specific locations and the culinary associations they evoked had become a fixed component of public collective knowledge.The construction of the myths of meibutsu, omiyage, and washoku as described in this book not only enriches the understanding of Japanese culinary culture, but also highlights the dangers of tweaking history for branding purposes, and the even greater danger posed by historians remaining silent in the face of this irreversible reshaping of the past into a consumable product for public enjoyment.

This multidisciplinary book analyses the contradictory coexistence of consumerism and environmentalism in contemporary Japan. It focuses on the dilemma that the diffusion of the concepts of sustainability and recycling has posed for everyday consumption practices, and on how these concepts have affected, and were affected by, the production and consumption of art. Special attention is paid to the changes in consumption practices and environmental consciousness among the Japanese public that have occurred since the 1990s and in the aftermath of the earthquake, tsunami, and nuclear disasters of March 2011.

By documenting, analysing and interpreting the transformations in the local diets of Asian peoples within the last hundred years, this volume pinpoints the consequences of the tension between homogenisation and cultural heterogenisation, which is so characteristic for today's global interaction.

War has been both an agent of destruction and a catalyst for innovation. These two, at first sight contradictory, yet mutually constitutive outcomes of war-waging are particularly pronounced in twentieth-century Asia. While 1945 marked the beginning of peaceful recovery for Europe, military conflicts continued to play a critical role in the historical development of this part of the world. In essence, all wars in twentieth-century Asia stemmed from the political vacuum that developed after the fall of the Japanese Wartime Empire, intricately connecting one region with another. Yet, they have had often very diverse consequences, shattering the homes of some and bringing about affluence to others. Disarray of war may halt economic activities and render many aspects of life insignificant. The need for food, however, cannot be ignored and the social action that it requires continues in all circumstances. This book documents the effects of war on the lives of ordinary people through the investigation of a variety of connections that developed between war-waging and the production, distribution, preparation and consumption of food throughout Asia since the 1930s. The topics addressed range from issues at stake at the time of the conflicts, such as provisioning the troops and food rationing and food relief for civilians, to long-term, often surprising consequences of war waging and wartime mobilization of resources on the food systems, diets, and tastes of the societies involved. The main argument of this volume is that war has not been a mere disruption, but rather a central force in the social and cultural trajectories of twentieth-century Asia. Due to its close connection with human nourishment and comfort, food stands central in the life of the individual. On the other hand, owing to its connection with profit and power, food plays a critical role in the social and economic organization of a society. What happens to food and eating is, therefore, an important index of change, a privileged basis for the exploration of historical processes.

Over the last decade the popularity of Japanese food in the West has increased immeasurably, contributing to the continuing diversification of Western eating habits; but Japanese cuisine itself has evolved significantly since pre-modern times. This book explores the origins of Japanese cuisine as we know it today, investigating the transformations and developments food culture in Japan has undergone since the late nineteenth century.Among the key factors in the shift in Japanese eating habits were the dietary effects of imperialism, reforms in military catering and home cooking, wartime food management and the rise of urban gastronomy. Japan’s patchwork of diverse regional cuisines became homogenized over time and was replaced by a set of foods and practices with which the majority of Japanese today ardently identify. This book demonstrates that Japanese cuisine as it is currently understood and valued, in spite of certain inevitable historical influences, is primarily a modern invention concocted in the midst of the turbulent events of the late nineteenth and the twentieth centuries.Katarzyna J. Cwiertka is a recognized expert on the subject of Japanese cuisine and its modern history, and this book is a result of more than a decade of research. It also includes a section on the spread of Japanese food and restaurants in Western countries.Modern Japanese Cuisine will be of interest to the general reader interested in Japanese culture and society, as well as to a more specialized audience, such as scholars of Japan, anthropologists and food historians.