This book explores how the process of adapting global products for local markets, a process in which consumers are increasingly involved, has become a rich source of product innovation. It examines a range of concepts, including product domestication and localisation, collaborative branding, product hybridisation, portrayals and perceptions of images of beauty, and the contrast between imagined and actual consumers. The book thereby provides rich insights on the interaction between business producers and individuals’ differing cultures of consumption in evolving globalised and localised marketplaces.
1. Introduction Heung-wah Wong and Miki Sugiura Part 1: Co-Creation and User Innovation Process in East Asia 2. We Are All In This Together: The Changing Role of Consumers in Brand Co-Creation Paradigm Shinji Oyama 3. Creating Market Place for User Innovation in Japan Kohei Nishiyama, Cuusoo. Com and Lars Bo Jeppesen 4. Role duality of Consumer and Developer. Creativity of elderly care product development in Tokyo Down Town Area Hidemichi Miyake Part 2: Domesticating, Remaking and its Intra-Repercussions 5. Borders of Imitation, Remaking and Self-Recreation. The case of Japanese "Select-Shops" Miki Sugiura 6. Domesticating the Foreign: Remaking Coffee in Taiwan Sumei Wang 7. From Japanese Adult Videos to Taiwanese A-Pian: A Telling Case of "Inventiveness" of Tradition Dixon Wong Heung-wah and Yvonne Yau Hoi-yan Part 3: Imaginary Role Playing and Consumer Communities: Case of Women 8. Advertising and the Technology of Enchantment: The Portrayal of Beauty in Women’s Fashion Magazines Brian Morean 9. "Housewives" as Imaginary Consumers in the Media in Postwar Japan Keiko Murase 10. Maids in Akihabara: Fantasy, Consumption and Role-playing in Tokyo Erica Baffelli and Keiko Yamaki
Heung Wah Wong (Executive Editor), The University of Hong Kong, Hong Kong, China
Chris Hutton, The University of Hong Kong, Hong Kong, China
Wayne Cristaudo, The University of Hong Kong, Hong Kong, China
Harumi Befu (Emeritus Professor), Stanford University, USA
Shao-dang Yan, Peking University, China
Andrew Stewart MacNaughton, Reitaku University, Japan
William Kelly, Independent Researcher
Keiji Maegawa, Tsukuba University, Japan
Kiyomitsu Yui, Kobe University, Japan
How and what are we to examine if we wish to understand the commonalities across East Asia without falling into the powerful fictions or homogeneities that dress its many constituencies? By the same measure, can East Asian homogeneities make sense in any way outside the biases of East-West personation?
For anthropologists familiar with the societies of East Asia, there is a rich diversity of work that can potentially be applied to address these questions within a comparative tradition grounded in the region as opposed the singularizing outward encounter. This requires us to broaden our scope of investigation to include all aspects of intra-regional life, trade, ideology, culture, and governance, while at the same time dedicating ourselves to a complete and holistic understanding of the exchange of identities that describe each community under investigation. An original and wide ranging analysis will be the result, one that draws on the methods and theory of anthropology as it deepens our understanding of the interconnections, dependencies, and discordances within and among East Asia.
The book series includes three broad strands within and between which to critically examine the various insides and outsides of the region. The first is about the globalization of Japanese popular culture in East Asia, especially in greater China. The second strand presents comparative studies of major social institutions in Japan and China, such as family, community and other major concepts in Japanese and Chinese societies. The final strand puts forward cross-cultural studies of business in East Asia.