Contents

Chapters in this book

1. Frontmatter i
2. Contents vii
3. Preface ix
4. Acknowledgments xiii
5. Introduction: Defining Luxury and Accessibility to Quality in Japan 1
6. Chapter One. Craftsmanship and Proto- branding in the Tokugawa Era 29
7. Chapter Two. Commodifying Western Modernity, New J apanese Corporations, and the Department Store 60
8. Chapter Three. Modern Girls and Salarymen Consuming the West 92
9. Chapter Four. Frugality, Patriotic Consumption, and the Military 124
10. Chapter Five. Consuming the Bright Life 162
11. Chapter Six. Consuming Japan eseness and Global Brand-Name Recognition 195
12. Chapter Seven. The Rise of “Cool Japan” and Japanese Luxury-ConsumingCommunities in the Virtual World 236
13. Conclusion: Nihon-shiki Commodity Fetishism 276
14. Notes 285
15. Bibliography 357
16. Index 379