Tea For Two: Luxury in Japanese Tea Ceremony

Hiroshi Tanaka, Chuo University, Japan
Junko Kimura, Hosei University, Japan
This study aims to anatomize the mechanism of luxury generation in the Japanese tea ceremony. Based on detailed interview, we found that (1) Teamwork, (2) Theme-orientation, and (3) Game, are the three key concepts which depict the interactions between host and the guests and thus lead to generate sense of luxury.
[ to cite ]:
Hiroshi Tanaka and Junko Kimura (2011) ,"Tea For Two: Luxury in Japanese Tea Ceremony", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.