Publication of Branding Japanese Food

Susanne Auerbach's picture

Repost from H-Japan

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

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

Katarzyna Cwiertka

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