JAPANESE FOOD IN SINGAPORE - THE CONSUMPTION OF JAPANESE-NESS

Abstract

This is a study on the consumption of Japanese food by Singaporeans. In this study, the argument that Singaporeans consume Japanese food for the sake of consuming the signs and symbolisms of Japanese-ness is put forth and tested. The argument is based on relevant theories of consumption, previous research in the area of Japanese food in Singapore, as well as observations that only certain types of Japanese food, not all, are popular in Singapore. This thesis argues that some forms of Japanese foods are more popular than others because they contain a higher degree of Japanese-ness, and represent Japan better than other types. The popularity of these types of Japanese foods that have higher degrees of Japanese-ness prove that Singaporeans consume Japanese food because they are interested in consuming the signs and symbols of Japanese-ness that these foods offer, and not because of a liking for the taste of the food itself.