Publication of Branding Japanese Food

Dear collegues,

Our book Branding Japanese Food: From Meibutsu to Washoku has just been published by the University of Hawai'i Press. The hard cover edition is currently available with a 20% discount via the publisher and a kindle edition through Amazon.

In a nutshell, we expose the multitude of contradictions and falsehoods used in the promotion of Japanese cuisine as part of the nation-branding agenda, and argue 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.

The book draws on our 2016 book in Japanese ( 秘められた和食史), but the scope is much broader. 

If you would like to review the book, please, drop me a line at k.j.cwiertka@hum.leidenuniv.nl

Be safe wherever you are. In the Netherlands we are basically confined to our homes...

Katarzyna Cwiertka

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Katarzyna J. Cwiertka, PhD
Chair and Professor of Modern Japan Studies
Editor-in-Chief Worldwide Waste Journal 
Editor Consumption and Sustainability in Asia series
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