Globalization: Fashion, Video Games, Food and Media

Power point presentation on globalizaiton. Santte Blatiey, Alan Nieves, Soton Rosanwo and Tina Shen.

Toys/Clothing Merchandise
Globalization of Japanese Pop Culture
Japanese products that are globally available and massively consumed:
Fashion Trends
Kanji Shirts
Japanese Tattoos
Harajuku Girls
Shibuya Girls
Superflat Accessories

Fashion Trends: Kimono – Kimono vs. Yukata
Fashion Trends: Kimono – Western Hybrids
Fashion Trend: Kanji Shirts
Fashion Trends: Japanese Tattoos
Fashion Trends: Harajuku Girls
Fashion Trends: Harajuku Girls – Western Commercialization
Fashion Trends: Shibuya Girls
Fashion Trends: Superflat
Other Electronics
Video Games
Large and growing industry in both Japan and the U.S.
Proportionally larger console games market (relative to computer games) in Japan than in the U.S.
2 of the top 3 video game corporations are from Japan
Japan has the second largest market for computer and video games (after the U.S.)
Nintendo, Sony, and Microsoft

Video Games:
Video Games:

What’s happening
Increased M&A activity among top developers:
Square Enix
Restructuring of Sega
Nintendo + Bandai
Focus on International Markets through Exports due to heavy product availability domestically.
Thanks to increased shipments to international markets, total shipments by manufacturers have been increasing since 1999 in spite of the slowdown in the Japanese market.

Domestic Video Game Market
Sales of home video games (based on current retail prices) in Japan fell 18.4% to ¥501 billion in 2002

Who runs Japan?
Domestic Hardware
Out of Japan

Things I Love About Japan
I have never understood the fascination that so many Americans have with Japan, but when I see something like this I have to admit, they have some unbelievable shit over there. On the left is an arcade game called Boong Ga Boong Ga in which you, the player, try to cram a plastic finger up a virtual woman’s ass. The harder you shove, the more reaction you get from the computerized face on the screen. I really have nothing to add to this.
And on the right, we have mascots for the game – one with a giant hand for a head and one who appears to be dressed with a fecal motif. Amazing stuff. I want this game.

Household Japanese names in the US

Globalization and Japan
The movement of ideas, goods, services, people and information across international boundaries with increasing velocity.
Film in Japan
2006 – first time in 21 years that Japanese film took the majority share in the box office
Japanese film grossed $890.5 million (53.2%)
Foreign film grossed $783.6 million (>18. 5%)
417 out of 821 film releases were Japanese
Film in Japan
Hollywood still continues to top the Japanese box office
Pirates of the Caribbean: Dead Man’s Chest ($82.8 million)

Film in Japan
Top Foreign Films
Harry Potter and the Goblet of Fire (11/05) ($91 million)
Pirates of the Caribbean: Dead Man’s Chest ($82.8 million)
The Da Vinci Code ($74.7 million)
The Chronicles of Narnia: The Lion, the Witch and the Wardrobe ($56.7 million)
Mission: Impossible III ($42.6 million)

Top Domestic Films
Tales From Earthsea ($63.2 million)
Umizaru 2: Test of Trust ($56.7 million)
Suite Dreams ($50.2 million
The Sinking of Japan ($44.1 million)
Death Note: The Last Name ($43 million)
Film in Japan
Domestic Films
top 10 produced by TV networks
many were inspired by TV dramas

Japanese Film in America
Horror/Thriller Remakes
Ringu 1998 – (The Ring 2002)
Kairo 2001 — (Pulse 2005)
Dark Water 2002 — (2005)
Ju-on (The Grudge)
Japanese Film in America
Samurai Films
Yojimbo and Clint Eastwood
The Hidden Fortress and Star Wars (fashion also)
The Seven Samurai and The Magnificent Seven
Zatoichi and Blind Fury
Red Sun
The Last Samurai
Japanese Film in America
Japanese Film in America
Japanese Film in America
Japanese Television Outside of Japan
Online viewing
Bittorent sites
Japanese Television Outside of Japan
Aims to promote “international understanding” by “offering objective descriptions of contemporary conditions and viewpoints in Japan and the rest of Asia”

Japanese Television Outside of Japan
NTV – Nippon Television Network
Over 150,000 titles
Genres include Dramas, Animations, Feature Films and Documentaries
Japanese Television Outside of Japan
Global network spanning Asia, Europe, Middle East and America
Japanese Television Outside of Japan
TBS – Tokyo Broadcasting System
Also has a broad global network
Japanese Television in America
Foreign Television in Japan
Recent increase in popularity
Prison Break
Foreign Television in Japan
Run by Sony
Broadcasts foreign TV series and movies in Japan
Bilingual Programming (Japanese/English)

Food Trends
The Globalization of Japanese Cuisine
Sushi Raw Fish’s Story of Global Acceptance
Japanese cuisine was seen as the next ‘hot’ ethnic food by food conglomerates in the late 1980’s
Sushi was often viewed as an ‘authentic’ food representation of Japan
Sushi was not globally popular until the mid-1990’s
Over time sushi has changed in methods of preparation and who is qualified to prepare it

How Sushi Became Mainstream
Sushi was originally popular among the American business elite who flew across the globe for international business trips during the 60’s & 70’s
By the late 80’s sushi eventually grew popular among European and Japanese business elite as the cuisine of ‘health, innovation, and convenience’
Cross Over
However cross over to a global market was not easy
Up until the 60’s & 70’s, the American embassy and various European governments warned that when going abroad to Japan, to only eat tempura (lightly fried seafood) or teriyaki, but to avoid raw foods like sushi for fear of the ‘stomach churning’ it would cause
The Emergence of the ‘California Roll’
The appearance of the California roll can not be understated, it allowed those who could not (vegetarian) or did not want to eat raw fish, another option
Internationally known chef Nobuyuki Matsuhisa was one of the first known Japanese chefs to compromise on the issue of using raw fish in sushi
One of his techniques: dousing paper-thin fish in hot oil, in effect ‘flash-cooking’ it and maintaining the integrity of a minimally processed dish
Yo! Sushi
Yo! Sushi is a fast-food restaurant specializing in Japanese cuisine that was created in 1997 in London
It has since grown to 27 locations in England and 4 locations in the Middle East including Duabi and Kuwait as of 2006

Is Yo! Sushi Authentic?
Yo! Sushi’s advertising department also states that they try to “stick closely to the Japanese sushi tradition”
However they feature dishes like the ‘Philadelphia roll’ which is smoked salmon and cream cheese wrapped in sticky rice and seaweed
And the style of the chain of restaurants features a conveyor belt to serve the food
Customers average a 12 minute sitting time and a restaurant that seats as little as 15 can have over 400 visitors a day
Modern Japanese Restaurants
However top Japanese chefs like Nobuyuki Matsuhisa also cultivate a sense of the new
His dishes are often times considerably more elaborate than a traditional serving of sushi or maki
And the 15 restaurants that are part of the Nobu Group feature modern décor and track lighting like any other western-style restaurant
But what is really authentic?
Dishes like fried karage (shrimp and veal to the left) are favored dishes among the Japanese
These also happen to be high-fat western importations and include a change of preparation of meats that were originally inspired by the light frying technique known as ‘tempura’ in Japan
On the flip-side there has been a constant importation of western foods in Japan. Which leaves the question: what is really authentically Japanese?
From the change of rations of soldiers during World War II to the mass availability of McDonalds in urban areas like Tokyo, food culture in Japan has changed a great deal
Recent trends indicating this – besides information on the latest food fads – include articles about the clothing size of Japanese women going up and a slight increase in obesity among the general public in the last 5 years
Global Market and Impact
Sushi has gotten to be a such a hot commodity in Japan that it now ‘imports nearly a-quarter-of-a-million tons of farmed salmon a year, approaching the levels for tuna’
Tuna or salmon is either locally consumed or re-packaged and distributed among global commercial seafood wholesalers
‘Even nine years ago, when we started Nobu in Park Lane, you’d struggle to get the ingredients. Now you can get anything’

Hybrid Food Culture
Much of the exportation of Japanese food has been precipitated by a claim to represent authentic ‘Japanese cuisine’ but many dishes are so far removed from their original predecessors that claiming ‘authenticity’ maybe a little far reaching
But the appeal for something different and exotic and expectations on the market’s ‘next big thing’ complicate what’s considered original because of the dynamic process of supply and demand


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