Friday, February 26, 2010

Welcome to this Blog! (Presentation day)

Friday, February 26
Project Presentation


Thanks for coming to see my presentation today!


The aims of my project are:
  • to discuss what rices signifies in Japan today
  • to see how rice may be linked to Japanese constructs of identity
  • to investigate the interaction between rice and "foreignness"
To do this, I researched the background of rice and foreign food culture in Japan. Then I visited several different restaurants in Tokyo, investigating unusual usage of rice as a mediator between domestic and foreign identities. At each establishment, I considered the way rice seemed to serve as a signifier of 'Japanese-ness' even in the context of an otherwise foreign dish or foodstuff.

This is my project on the topics of "delicious" and "change" for Gavin Whitelaw's JSPS101 Introduction to Japan Studies course in Winter term of 2009/2010.

Please take a look around -- and feel free to eat a rice ball or two!!!


Thanks,

Casey Walker
International Christian University of Tokyo
c111752x

Thursday, February 25, 2010

Rice Tasting Survey

Date: February 24, 2010
Location: Shin-D, approx. 12:00-1:30
Subject: Blind Taste Test

When I designed my project proposal for this course, I hoped to make an interactive exhibit, featuring this blog along with a live and blind rice tasting in which students can guess the types of rice that they consume. Specifically, I was hoping to serve Japonica rice from Japan and California, challenging the students in my class to see if they can tell the difference in taste (studies have proven, in similar testing environments, that there is no perceptible difference). So, following, I wanted to personally challenge the students about how aware they were of Japanese rice as a construct of identity - of how they did or didn't see in it some aspects of "Japaneseness."

I came across a challenge in the course of gathering my rice for the experiment. Getting a mid-range and high-end variety of rice was not difficult. Unfortunately, I couldn't really find a way to get ahold of Japonica rice from California. I went to several rice markets in my area and only found Japonica rice from Japan, brown rices, Japonica rice mixed with barley and other cereals, and long-grained rice from India and Thailand. I found a medium-grained length of American rice but it was not clear what variety it was (besides being a "Premium Rice Grain," whatever that means). Since I'd already purchased the other rices, however, I decided to go through with an abbreviated form of the survey anyway.

I made triangular "bite-sized rice-balls" (2-4 mouthfuls on average) for the experiment out of two different rices. I used the expensive Koshi-hikari type from Tohoku, and the mid-range Natsuboshi type from Hokkaido.

In the preliminary survey, I gave out two rice balls from bags labeled 1 and 2 and asked the test-taker to identify the sample by taste from among three different options: Koshi-hikari, Natsuboshi, and "mixed grains".

As I talked to the students who were surveyed, I got (unsurprisingly) a number of comments like "I don't know types of rice very well..." or "I'm not sure I can tell either way." However, they tended to agree that there was a quality difference, and in all but two cases were able to distinguish Koshi-hikari, pointing to its' "mochi-mochi" characteristic (or, "chewiness"). This was significantly different from their ability to identify the Natsuboshi variety. The high rate of confusing Natsuboshi with a mixed variety indicated little baseline for identifying separate, unique tastes, rather than just the ability to determine overall quality.

Here are the results:
I realized that Natsuboshi wasn't as famous as I had been mistaken in guessing (I had seen two other varieties of it on sale at the store where I bought the rice in Mitaka). I probably should have considered a brand like hitomebore. Also, I was very disappointed that I wasn't able to sample the Californian Japonica rice alongside the Japanese Japonica rice. I think that it would make for a more purposeful addition to this project. Even so I felt that it was interesting to ask my participants about how they saw rice, and we had some interesting discussion about that, my project, and broadly speaking, about the interesting things that happen to foreign foods when they come to Japan. It was neat being able to discuss culture and share ideas with new people!

Wednesday, February 24, 2010

#3 - Gusto Restaurant - "Set" Meals














Date: February 18, 2010
Location: Gusto Family Restaurant, Mitaka (Tohoku-doori)
Subject: "Set" Meals


Before I even explained why I had asked to go to Gusto, or why it had anything to do with school, I pointed to this menu option and asked if they thought it was Western or Japanese? Two of my Japanese friends answered, "It's foreign, of course." However, one of them disagreed, and called it "Japanese" because of the side dishes, which he explained, were pretty standard "Japanese style" (Nihon-teki). Interestingly, the two friends who disagreed were returnee Japanese (one had lived in England, the other had grown up in California); however, the friend who agreed grew up in Ibaraki and has only traveled outside of Japan to Korea.

My friend who defined the set meal as "American" pointed out that the serving platter used for that particular dish was very similar to those from the Australian-themed American restaurant, Outback Grill. Standing alone, the advertised hamburger is more or less on par in "American-ness" or at least 'foreign-ness' with other menu items such as the Gusto King Burger, which comes on a white plate with a side of French fries and parsley.

The only thing that debatedly sets it apart is the word "set," which indicates that the burger is served with a side of rice.

"Teishoku" set meals follows a Japanese dining concept of arranging a number of sides around a main course and serving it all on separate dishes. Gusto uses the teishoku set meal concept emphatically in the construction of the menu dedicated to "Japanese dishes." In a sense, the Gusto serving style of adding traditional Japanese sides to a separate main course of a hamburger followed more of a "traditional Japanese culinary concept." Note that all of the sides are interchangeable, including the varieties of the rice side dish (not only pure white rice is offered). Even so, it would be difficult to order a "Japanese set" without the rice, as it is categorized separately from the other side dishes -- as if even the possibility of ordering an accumulation of dishes excluding rice is strange, or simply not a possibility.

A restaurant like Gusto has significance as a case study because it, like Mos Burger/a fast food restaurant, caters to a very wide range of customers. Gusto in particular has high turn-over of products, and innovates new menus for every season, which requires extensive marketing and customer consideration. This means that Gusto's menu options will be designed to target a wide range of people, and along with that, I speculate that an analysis of effective marketing strategies will give a fairly accurate representation of what Japanese consumers want or expect from different types of food.

Gusto's website: Gusto Restaurants, Japan

Sunday, February 21, 2010

#2 - CHIYODA SUSHI SHOP - DUCK, CORN, AND ITALIAN HAM SUSHI



Date: February 19, 2010
Location: ちよだ鮨店 (KaitenZushi restaurant), north side of Koenji Station
Subject: Peking Duck Sushi, Parma Ham sushi, Corn roll sushi


I first heard about Chiyoda sushi from my friend who dines on the cheap. 100-yen-a-plate sushi is pretty exciting, but Chiyoda sushi featured something even more impressive: over this past summer, the kaiten-zushi restaraunt had been throwing hamburger sushi on their conveyor belts.

I'd like to point out from the start that the concept of 'Western sushi' is not the same as Japanese sushi with Western influences. Western sushi refers to sushi made westernized for a Western consumer base, as opposed to what it seems we had at Chiyoda sushi, Japanese sushi westernized for Japanese.

Initially, I felt kind of horrified by the concept of hamburger sushi. Gastronomically speaking, I was repulsed; and I felt a bit like this was some freaky deconstruction of a part of Japanese traditional culture that I liked. And I'll admit it, I grew up thinking of sushi as something 'quintessentially Japanese.' How did the Japanese feel about the hamburger sushi?

I had been very excited to try it, but it turns out that hamburger sushi wasn't available anymore at Chiyoda. I asked one of the shop staff about it, and he told me that it had been a summer item. Fortunately, however, there were several new 'non-traditional' sushi items. When I tried to ask him what he thought about the sushi having 'foreign toppings' he didn't seem to understand my question. Nor did one of the chefs at first seem to understand when I asked for them to make another plate of the Italian ham, (it was near closing time so not everything was going around on the conveyor belt anymore) and he sent out a staff member to start counting my dishes, thinking I was asking for my check. So I'm afraid my Japanese failed me a bit...

I did get to make a number of observations in the restaurant, even if I wasn't able to really speak as much with the staff as I would have liked. The Japanese who came to Chiyoda Sushi weren't in the least bit bug-eyed over seeing unusual adaptations of the sushi dishes rolling past their eyes. But then, Chiyoda is a sushi shop with a broad range of appeal, and a bit more 'freedom' in style compared to other high-end sushi shops. Kaiten-sushi allows a huge freedom of choice, unlike traditional shops where you might recieve a plate of arranged sushi according to the chef's preference. Most notably, at this establishment in particular, I noticed that the customers did not follow prescribed or traditional sushi etiquette as I had seen it followed when taken out by Japanese friends to more expensive restaraunts. For example, I watched several customers at Chiyoda seperate the rice from the raw meat, and dip it into their soy sauce with their chopsticks before replacing it on the rice. Other 'faux paus' included dipping the rice into the sauce and mixing wasabi and ginger in the soy sauce. But one might say that the atmosphere accomodated the behavior: after all, the plates that carried the food was chipped and the chefs more or less ignored the customers after the perfunctory 'irrasshaimase.'

On my visit to Chiyoda, I was focusing on the customers and the environment, but I was also there for the food. I ordered a number of fish plates, which were prepared in the standard way. For the purpose of this assignment, I grabbed the 'novelty' western-sushi items: roasted Peking duck with shredded onions, Parma Italian ham with shredded onions and mayonnaise, as well as corn and mayonnaise on rice wrapped with seaweed. I know that the corn combination is fairly popular, but I'd like to point out that it really has nothing to do with sushi at all.

It's commonly known, of course, that sashimi refers to 'uncooked, raw fish' and sushi is what you get when you put sashimi on rice, with some wasabi basting them together. Wallah! Sushi. Right?

Wrong!

The word sushi has nothing to do with fish, it's all about the rice. While the rice grain in sushi is just like any other grain of rice eaten in Japan, there's a reason that sushi rice tastes different. It's covered in rice vinegar (a vinegar created by fermenting rice, traditionally with a mold called koji) that gives rice sushi its sweet and sour flavor.

So it's not what's on the sushi that makes it sushi, it's the rice -- and maybe that's why the customers didn't appear too concerned with having Italian ham and Chinese duck as regular fair on the line-up of the sushi shop. And it didn't have to go around the restaurant too many times before it would be picked up by a customer, as well.


Learn more:

See Chiyoda Sushi store review & information here: Tabe-Blog (Japanese)

Corson, Trevor. The Zen of Fish: The Story of Sushi, from Samurai to Supermarket. Harper Collins, 2007.

I recommend this book - it's not quite a scholarly book per sé, because it's a culturally and historically informative piece of creative non-fiction, which I think is one of the funnest things to read ever. I also got a lot of my information from it and used it in this blog post. It made me pretty interested in studying sushi, to be honest!

Tuesday, February 16, 2010

#1 - MOS BURGER - RICE BURGER



Date: February 15, 2010
Location: MOS Burger, North Side of Mitaka Station
Subject: "Rice Burger" or "Raisu Ba-ga-"

When I went to MOS Burger to do my report, I was happy to discover that the Rice Burger was actually the target of a current 'campaign.' The original MOS Burger from 1987- called 'Tsukune' - has been brought back for some undefined period of time. Its featured ingredients are chicken, Japanese pickled radish slivers, and soy sauce.

What's the big deal about the Rice Burger, besides the fact that it's made of... well, rice (an assumption that I intend to correct in a moment)? I chose the Rice Burger because I believe it represents the concept of yoshoku and cultural adaptation so neatly, and so deviously (through marketing among other things), that it can successfully parade itself as being considerably further on the 'Japanese' end of the culinary scale of similar fast food products.

Let's take a look at the Yakiniku Rice Burger. The concept of a burger is heavily American, and largely came with american influence from the early Taisho period with surging popularity in the post-war era. Yakiniku comes from Korea, and while it is now considered a part of the Japanese culinary world, it is still well-known as something of a Korean origin. The third ingredient, rice, of course, exists throughout Asia, and the Japonica variety is not exclusive to the island archipelago. But to the Japanese, their rice is peculiar: it is from Japanese soil, and since the Japanese are tied to the land, the food and the people are linked. The feeling of Japanese rice being Japanese is so strong that the addition of rice to any food makes that dish into a 'Japanese dish'. The ties between rice and identity work on both psychological and gustatory levels of the Japanese. These processes are apparent with the Yakiniku Rice Burger, the current model of the much-vaunted 'Japanese' burger that made the chain famous -- the same burger which, in this particular form, is paradoxically more 'ethnic' than any other item on the menu. To quantitative logic, the Yakiniku Rice Burger should be seen, in a breakdown of percentages, as one of the most 'foreign' items on the menu, with only 33% attributable to a Japanese culinary tradition (assuming that rice is the Japanese culinary tradition).

However, upon investigation, I discovered that the Rice Burger doesn't quite live up to its' name. The staff was quick to correct me of thinking that the burger was made of rice. Actually, The rice patty-buns aren't made from kome, or rice grains, but komugi, a mixture of barley, three types of millet, and some rice.

But I noticed that this was completely avoided in the promotional flyer given out with my meal as a placemat. While the deliciousness of the rice patty is briefly mentioned in the paragraph with the arrows pointing to its' subject, the contents of the rice patty are never mentioned (although the other ingredients were commented upon). One might argue that the customer wouldn't noticed this - after all, why wouldn't a rice burger be made of anything but rice?

A search through the internet reveals (with some effort) that the Rice Burger is not made of rice alone. The MOS website vaguely admits that the rice patty is made of a sort of rice 'bread' which could really be interpreted quite freely. I think the big point here is that Mos Burger, as a business, doesn't want the information to affect their profits, and the idea, the perception, that the Rice Burger is made only of rice matters, even if it doesn't affect the taste of the product at all. It might be inferred that Japanese customers want pure rice, not 'mixed' rice. But it could also be that Japanese customers don't really care.

Promotional Paper Place-mat (February 2010):



Learn more:

MOS Burger Official Website (English)

The Chinese Perspective. Amy Cheung. An Exclusive Interview With Gary Rosen, Mcdonalds's Chief marketing Officer in China. 12/11/2006.


Rice burger image (top of post) from Gourmet.com... I started eating mine before I remembered that I needed to photograph it!

Sunday, February 14, 2010

When the East meets the West... or, When the East makes the West into the East

Have you ever wondered about all of the food in Japan that looks like it should be Western... but isn't? Have you ever wondered about triple-decker triangle-cut sandwiches without crusts and with strange combinations... like strawberries, whipped cream, and nutella chocolate? Or how about those hamburger patties with raw eggs on top? Or maybe you'd be more interested in eating a shrimp hiding inside of the meat patty itself?
A Quick Survey of Yoshoku


Yoshoku is composed of the character for 'Western' and 'food.' Basically, the word Yoshoku means 'Western food that is served in Japan'. It is not just called 'Western food' or 'food' because it is a category to itself: it is food imported from the West and repackaged into something that tastes new, different, and attractive to the local palette.

The tradition of remodification is well-established, and among more than just Western foods. Asian foods have been taken in, too, and even gone on to become among some of the most globally-known examples of 'Japanese food'.

But what about famous, popular products such as 'ramen,' that are (or perhaps more accurately, were) not really Japanese in the first place? The word ramen is written in the katana script, ラーメン, which expresses that the word has foreign origin and pronnunciation. Indeed, ramen has origins in China. But the Japanese interpretation of the noodle is distinct, and ramen stands of a sort even existed in Meiji period. So, for over a hundred years, ramen has been weaved into the eating culture of Japan. Since the 1950's especially, ramen has boomed in popularity first in Japan, and later internationally. Japanese ramen has developed many regional variations, and has gained many, many 'followers.' In 2002, a government count of restaurants in Japan made it clear that no matter the origin, ramen reigned supreme: the ramen-ya is more pervasive than any other type of restaurant, with (at the time) over 200,000 shops/restaurants across the country. Does this make ramen Japanese?

Taking into hand the concept of yoshoku, along with other derivative 'foreign' foods of a closer geographical origin, it's apparent that 'foreign' foods play a significant role in the Japanese restaurant market.

But the agriculture of Japan itself remainds highly domestic. And Japan still only eats Japanese rice.

From this, one might think that perhaps Yoshoku has nothing to do with Washoku, or with Japanese rice. But what sort of a role does rice play in modifying a dish? Can it turn anotherwise completely Western dish into Yoshoku? Can it turn an otherwise Yoshoku-teki dish into a food that more closely appreciates Wa-shoku, or a Japanese traditional dish? I'd suggest that it has a role in influencing the categorization of the food, and that it does so in many different ways. And I'm planning on going to several different restaurants to test my theory, and blog each report.

Here are the business and food products that I will be investigating:
  1. Mos Burger (Mitaka station, North Side)
    I will focus on the history and ingredients of the 'Rice Burger'
  2. KaitenSushi (Koenji station, North Side)
    I will be talking to the chef about his shop special, "Hamburger Sushi'
  3. Gusto (Musashisakai area, Tohachi Highway)
    I will be looking at the construction of set meals with rice

After reading this blog entry, I'd like to open up the comment box to discussion again...

What do you think of Yoshoku? What do you think of the Japanese reinterpretations of foreign foods? Do you think that it's an expression of Japanese identity, or do you think it's a sign that Japanese are 'losing their identity'? I'm interested in your thoughts!


Sources:

New York Times. Julia Moskin. Here Comes Ramen, The Slurp Heard Round The World. 11/10/2004.

New York Times. Norimitsu Onishi. Spaghetti Stir-Fry and Hambagoo: Japan Looks West. 3/26/2008.

The History and Culture of Japanese Food. Naomichi Ishige. 2001. Kegan Paul Limited. Columbia University Press. New York, NY.

To those curious, the ramen picture was taken at Guutara ramen in Mitaka.

Tuesday, February 9, 2010

Japanese Food to All Over the World 世界へ拡がる和食ブーム

Today I'd like to present a Japanese Perspective on Rice, according to Youtube.

This video was originally created by Japanese television station BS1, has around 72,000 hits as of February 10, 2009.



It's worth thinking about why a video segment like this would be created. Is it informative or is it subtle marketing? Or is it something more?

The video's purpose - the reason it was created - is for a domestic viewing base. Its intent is to inform, ostensibly, the Japanese audience as part of standard news programming without being explicitly a commercial or similar type of sponsored programming. But why does the sidepanel of the video on the youtube sound so marketed (note that at the bottom of the paragraphs is the contact information for a rice company)? Further, what do 'indisputable claims' such as "the best rice [is] produced in Niigata", or,"the Super Brand Rice has is the most essential...for Japanese dishes" mean? Is that marketing or is it actually a statement of culturally-constructed fact?

Further, I'm curious about why Japan is so interested in how other countries respond to their rice product. The idea that 'other countries' would come to like (or perhaps even prefer) Japanese rice probably would not get a 10 minute video segment in said other country, except perhaps to lament the decline in the viability of their own domestic rice market. How does culture, and foreignness, interact with rice in this video clip?

Monday, February 8, 2010

A Brief History of Japanese Rice

(pictured left, a late Edo-period woodblock print of rice workers polishing rice, done by Hokusai)

Although Japan has an ingrained tradition of rice consumption, the foodstuff is a firm but has not been an unchanging, immovable pillar of Japanese eating culture since it first became widely cultivated in the 8th century. Under this umbrella of significance, of course, the value of rice has fluctuated and changed according to geographic and historical spaces.

Historians generally correlate the beginnings of ancient Japanese culture to the introduction of rice from China, vis-a-vis the Korea peninsula, and claim that it marked the first break from the of nomadic hunter-gathering culture of the Jomon period. The exact time frame of the introduction has been argued vehemently among archaeologists, as have arguments concerning the degree to which rice became the staple. Some sources indicate that in the Heian period, rice was the staple for the aristocrats, while commoners lived off of barley.

Initially, like grain in feudal Europe, rice served not only as a foodstuff but as a market unit as well. Bolito, in an article deconstructing the samurai legend, points out that the earliest samurai in the warring states period seemed singularly obsessed with land. Land, food, and money were all wrapped up in each other. Peasants could pay fees to daimyo lords in rice. Rice markets have existed in Kyoto from as early as 1400 A.D. Osaka rice market carried on the business, expanded to the extent of being informal bank institutions, until the Meiji period.

In the Meiji period, rice began to be hulled and polished in a mechanized process making the grains a 'pure' white, at the expense of discarding certain crucial vitamins.

During World War 2, and for several years afterward, huge rice shortages resulted in a rebound of a high demand for rice, in excess of what had been normally consumed. Accordingly, rice became even more popular in daily meals than it had been before the war; yet as soon as the late 1960s, the increasing power of western meals and various side-dishes led to the decrease in consumption of rice. The decrease dropped to such an extent that an individual’s rice consumption in Edo approximately doubled the quantity consumed by urban Japanese today.

Clearly, the way that Japanese eat their rice has undergone some degree of change, in both quantity and quality of consumption, influenced at times by exogenous factors (things going on outside of the country).

So what does rice history have to do with the Japanese sense of self?

As suggested in my introduction, the concept of rice works on a psychological level in the Japanese mind; symbolically, Japanese rice has a connection to the land, a connection to the Japanese soul, and serves as a marker for Japanese“-ness.” The national identity that is represented by rice relies heavily on the created contrast between itself and foreign identities, and foreign food. The government’s fiscally irrational protection policy toward domestic rice farmers has roots in this psyche. Domesticity of rice is key: the author of Rice as Self clearly indicates that in order for Japanese rice to be Japanese rice, it must be grown from Japanese soil (similar to how in some cases a Japanese person of ethnicity, if not born and raised in the country of Japan, is not treated as if he were truly Japanese). In the store, Japonica rice is not only from Japan, it is further broken down into regional and prefectural categorizations.

Go check out the local supermarket -- the seeds come from all over Japan! Do you know where your rice is from?

It's from Hokkaido!?!If you're eating rice from Inakadate, Aomori prefecture, you might just be eating the rice that made up Doraemon's face:
(photo by Chris Lewis, from flickr.com)

Sources

Takamiya, H. 2001. Introductory Routes of Rice to Japan: An Examination of the Southern Route Hypothesis. Asian Perspectives, 2001, vol 40.

Ohnuki-Tierney, Emiko. 1994. Rice as Self: Japanese Identities Through Time. Princeton: Princeton University Press.

Bolitho, H. 1984. The Myth of the Samurai. Queensland: Japanese Studies Association of Australia, 1984.

Friday, February 5, 2010

Introduction to "Exploring Rice"

A grain of rice may be small in size, but these grains constitute the primary crop for over half of the world's population. Second only to corn and wheat in highest annual harvest yield (1). In east and southeast Asia, short-grained rice is the main grain harvest; in place such as Cambodia, where as much as 90% of the agriculture is dedicated entirely to rice production (2), rice is the primary harvest, period. In Japan, rice follows the pattern as both a staple and a main agricultural product. This follows a long-seated tradition. Rice has been consumed for over a thousand years in Japan, and over the centuries it has become intertwined to the culture and psyche of Japan itself (3).

My goal through this blog is to learn, and share my learning, about what rice signifies in contemporary Japan. Ultimately I will posit the questions: "Is rice linked to identity? If so, what happens to both rice and the Japanese identity when outside factors come into play? What does that look like historically and contemporaneously?" Rather than definitively answering these questions, I hope to cast light on ways that many answers might be approached.

To do this, I will visit several different restaurants in Tokyo, investigating unusual usage of rice as a mediator between domestic and foreign identities (some might say that this is a study of the concepts "uchi" and "soto" but I will leave that to him to determine). At each establishment, I will be considering the way rice is a signifier of 'Japanese-ness' even in the context of an otherwise foreign dish or foodstuff.

This is my project on the topics of "delicious" and "change" for Gavin Whitelaw's JSPS101 Introduction to Japan Studies course in Winter term of 2009/2010.

Please feel free to comment, question, or critique.

Thanks,

Casey Walker
International Christian University of Tokyo
c111752x


Source for Agricultural statistics:

(1) United States Department of Agriculture (http://www.ers.usda.gov/briefing/rice/background.htm)
(2) International Rice Research Institute (http://www.knowledgebank.irri.org/default.htm)

(3) Ohnuki-Tierney, Emiko. 1994. Rice as Self: Japanese Identities Through Time. Princeton: Princeton University Press.