Mediating National Identity, Practicing Life Politics: Visual Representations of a Food Education Campaign in Japan

  • Stephanie Assmann


This chapter examines a nationwide governmental food education campaign termed shokuiku, which seeks to support ailing rural economies and advocate for a national cuisine based on indigenous food fare. Taking Numata Town in Hokkaido in Northern Japan as an example, I argue that food education is nuanced differently in rural settings and in governmental contexts. Whereas the implementation of food education on the national level represents an effort to integrate regional culinary styles and agricultural products into a narrative of a national cuisine, food education in rural settings can be more closely defined as a form of life politics with the objective to sustain local communities while co-operating with revitalisation policies of the national government.



I am grateful to an anonymous reviewer for insightful comments that greatly helped to improve this manuscript.


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© The Author(s) 2019

Authors and Affiliations

  • Stephanie Assmann
    • 1
  1. 1.Research Faculty for Media and CommunicationHokkaido UniversitySapporoJapan

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