Elixir of Eternal Life Or Libation to Ethnic Spirits: the Meanings of Tea in Japan

The present paper explores the cultural meanings of Japanese tea and its consumption rite to Japanese consumers. Anthropologists contend meals serve as statements about society, issues, class, or other things that are considered significant in the culture. Nevertheless, relatively few studies in consumer research have investigated food and beverage as a metaphor of culture and self identities of the social groups. Based on the interpretive study, we find Japanese tea serve as a metaphor for Japanese culture: collective self, nature and nostalgic past, and irreplaceable part of life that is analogous to rice.


Yuko Minowa (2005) ,"Elixir of Eternal Life Or Libation to Ethnic Spirits: the Meanings of Tea in Japan", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 262-267.


Yuko Minowa, Long Island University


E - European Advances in Consumer Research Volume 7 | 2005

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