Table of Contents

Introduction - domesticating the west; the "Depaato" - merchandising the west while selling "Japaneseness"; "For Beautiful Human Life" - the use of English in Japan; tractors, TV, and telephones - reach out and touch someone in a Japanese village; the Japanese bath - extraordinarily ordinary; messages of western style in Japanese home magazines; reclaiming social and psychological space in a Japanese institution for the elderly; drinking etiquette in a changing beverage market; ordering in a Japanese French restaurant in Hawai'i; the aesthetics and politics of "Japanese" identity in the fashion industry; "Omiyage" - shopping behaviour among Japanese tourists in Hawai'i; "Bwana Mickey" - constructing cultural consumption at Tokyo Disneyland; paved play - rewriting culture with automobile; tango in Japan and the world economy of passion.