The Japanese Tea Ceremony As Luxury

Tea began as a medicine and grew into a beverage. In China, in the eighth century, it entered the realm of poetry as one of the polite amusements. The fifteenth century saw Japan ennoble it into a religion of aestheticism—Teaism (Okakura 1964). With participatory observation in the tea ceremony and interviews with the tea master and her students, this research examined how the Japanese Tea ceremony can be luxury for those who practice it, both a host and guests. It found that the tea ceremony consists of contrastive concepts; rules and restrictions v. play and entertainment, chaste v. expensiveness. Using all capabilities, the host and guests create luxury time and space together, totally isolated from outside of the tea room.


Hiroshi Tanaka and Junko Kimura (2011) ,"The Japanese Tea Ceremony As Luxury", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 549.


Hiroshi Tanaka, Chuo University, JAPAN
Junko Kimura, Hosei University, JAPAN


E - European Advances in Consumer Research Volume 9 | 2011

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