Japan's Gross National Cool in Brazil - Sushi Culture

 In Douglass McGray’s article, Japan’s Gross National Cool, he discusses the success of Japan’s appeal and reflects on its global influence (McGray. 2009). This is a form of soft power which is hard to measure yet is visible everywhere. Japan’s soft power ventures are successful, as they present cultural artefacts which are intrinsically Japanese, with an air of foreignness to overseas consumers whilst also pertaining to that country’s tastes and preferences. These products also appeal to the Japanese population for their representation of foreign tastes, whilst also being Japanese. For example, Hello Kitty has the appeal of being both English and Japanese, whilst Super Mario is Italian, yet inherently Japanese. This is particularly prevalent in the globalised Japanese food culture.

The strawberry and goiabada sushi from my trip
Japanese food culture has gained mass popularity on a global scale. In my recent travels to Rio Grande do Sul, Brazil’s southernmost state, the prevalence of Japanese food culture is enormous. On the streets of Caxias do Sul, a city within the state, there is a sushi restaurant on every corner. Japanese food culture is a part of everyday life here and has become a staple of the Brazilian diet. Cecilia Sakurai notes that since 1908, around 250,000 Japanese people have immigrated to Brazil, and in doing so brought their food culture (Sakurai [no date]). Sakurai suggests that the Japanese presence within Brazil was influential in beginning the trend of the popularity of Japan’s cultural influence on a global scale. This has aided in perpetuating ‘the view of Japan as an economic and cultural power’. Sakurai also suggests that the international role of Japan around the world has provided new generations of Japanese descendants in Brazil with a sense of pride in their heritage and culture.

 

Sakurai names the mixing of Brazilian and Japanese cultures a “nipo-brasileira” culture. The presence of Japanese food in Brazil has produced a unique blend of the two cultures. Whilst traditional sushi is popular here, there are some dishes which represent the unique essence of the nipo-brasileira culture (Sakurai [no date]). Brazilian sushi often features fresh fruits, cream cheese, and even chocolate (Le Mesurier. 2012). I have recently tried a dessert sushi which was filled with strawberry, cream and goiabada, a type of guava jam. These dishes are created to the tastes of the Brazilian pallet, whilst having an air of Japanese cool. These types of sushi are uniquely Brazilian, even appearing highly unusual to foreign tastes. The cultural crossover reflects the success of Japan’s Gross National Cool, as these dishes have become a part of Brazil’s culinary identity. The appeal of Japan has a strong presence here and has infiltrated the daily diets of the Brazilian population. 

 

McGray’s theory of Japan’s GNC is proven true by the culinary industry in Brazil. The result of Japanese immigration and assimilation into the Brazilian culture paired with the soft power schemes enacted by Japan after WWII has created a national appeal for Japanese food. These foods have the appeal of being both Japanese and Brazilian and represent a unique cultural assimilation. These foods appeal to foreigners due to their uniquely Brazilian nature, whilst also perpetuating the concept of Japan’s immense global appeal.

 

 








Bibliography

 

Le Mesurier. T. 2012.The Brazilian Sushi Experience. Available at: https://eatrio.net/2012/07/the-brazilian-sushi-experience.html [Accessed 20th December 2022]

 

McGray, D. 2009. Japan’s Gross National Cool. Available at: https://foreignpolicy.com/2009/11/11/japans-gross-national-cool/ [Accessed 20th December 2022]

 

Sakurai, C.[No date]. Japanese Culture in Brazil. Available at: https://www.fapesp.br/japanbrazilsymposium/media/upload/aaa/5-1-4_Sakurai.pdf [Accessed 20thDecember 2022]

 

 

Comments

Post a Comment

Popular posts from this blog

Anna Delvey – On Faking Cultural Capital

Image
Source:  https://www.instagram.com/p/CLeuij_gZjD/?igshid=YmMyMTA2M2Y= https:// www.instagram.com/p/CLeuij_gZjD/?igshid=YmMyMTA2M2Y=   In Pierre Bourdieu’s 1986 work The Forms of Capital, he outlines how capital may determine an individual or an institution's social position. He defines the three major forms of capital as economic, social, and cultural capital (Bourdieu. 1986). When all of these have been acquired, one may achieve symbolic capital, which is defined in terms of fame and widespread recognition. These forms of capital may be inherited by means of nepotism, for example having wealthy or famous parents. In other cases, one may have to endure many years of hard work to achieve capital and success in the social sphere. However, the phenomenon and fraud of Anna Delvey suggest that these forms of capital can be imitated and artificially acquired.  Anna Delvey posed as a millionaire German heiress and scammed many of the New York elite, eventually being incarcerated...
Read more

Mechanical Reproduction and Keith Haring

Image
Source: https://www.kooness.com/artists/keith-haring The theories of German art critic and philosopher Walter Benjamin were pivotal in the ways in which we think about art. He belonged to the Frankfurt School, a group focused on Marxist studies that developed social critiques after the members fled Nazi Germany in the 1930s. Benjamin’s generation experienced changes to mass culture including radio, television, cinema and magazines. In his most famous text,  The Work of Art in the Age of Mechanical Reproduction , he suggests that mechanical reproductions of artworks cause the loss of the halo or aura of the original piece. This aura arises out of the artwork’s presence in the time and space in which it was created. By creating mechanical reproductions of these pieces, the aura is diminished and loses authenticity.     Source: https://editoraunesp.com.br/blog/128-anos -de-walter-benjamin-e-sua-contribuicao-para-a-teoria-critica At the beginning of Benjamin’s most influ...
Read more