Paper short abstract:

My presentation will focus on the representation of baked goods in contemporary Japan. Japanese or Japan(ized) creations are always represented as better and tastier than their European counterpart, helping promoting Japan national identity.

Paper long abstract:

My presentation will focus on the representation and consumption of baked goods in contemporary Japan. Those products are the fusion of European style baking and Japanese flavors and techniques. In the last decades the consumption of baked products in Japan has dramatically increased. But bread is still not regularly consumed during home meals, rice being the favorite on the Japanese table, with the exception of European style restaurants.

European style bakeries are not a total novelty on the Japanese market.Originally there used to be a distinction between European style bakeries and Japanese style bakeries, the latter focusing on sweet breads or kashi-pan. The rise of popularity of baked goods in Japan is also to be ascribed to the publishing industry.

Not only anime and manga but also Japanese baking cookbooks have been recently published for the English speaking public. On the other hand a countless number of Japanese editions of American and European cookbooks have been made available in Japanese bookstores. The hybridization of baked goods leads to the main theme of this presentation or the representation of those products in contemporary Japan. The link that connects the whole advertising process to promote Japanese products and its national identity is that Japan(ized) creations are always better and tastier than their European counterpart.