The socio-cultural dimension

about the creation and the reception

of the “Eat-Italy” in Japan

Prof. Marcella M. Mariotti

Tutor Valeria Rossini

Webmaster Nicolò Sartore Parma, 22nd March 2012

• Objectives

• Sources of data

• Groups and themes

• Findings

• Next steps

• Website

• Output

Summary

Objectives

Find and analyze the characteristics

of contemporary Japanese society

about the reception of pasta.

Sources of data

• Japanese blogs (20) and web

sites (80)

• Questionnaries to sellers,

restaurants’ owners, consumers

and istitutions

• Questionnaries focused on

geographic area and consumer

Groups and themes

1. Pasuta market in Japan

2. Italian pasta and media in pop-

culture and lifestyle

3. Pasta and social changes in

everyday life

4. The „Italian style‟ eating out

(gaishoku, 外食)

Pasuta market in Japan

Analysis of import data, national

production, consumer preferences,

national and international

competitors.

Italian pasta and media in

pop-culture and lifestyle

Socio-cultural analysis of

the media’s influence

(anime, manga, dorama,

movies) on the image of

pasta in Japan.

Pasta and social changes

in everyday life

Consumption and reception of pasta

in the changing society models

and eating habits: wafū pasuta (和風

パスタ), home cooking (bentō,弁当 )

and kindergartens.

The „Italian style‟

eating out (gaishoku, 外食)

Pasta is enjoyed outside in two

different ways: the ‘popular’

famiresu, and the ‘sophisticated’

Italian restaurant.

Findings ①

1. Pasta as a well-known dish, and

so object of market competition

by both Japanese and worldwide

producers.

2. The Japanese media have a

strong influence in shaping the

image if Italian pasta among their

audience.

Findings ②

3. Pasta is nowadays part of the

everyday eating habits, due the

changing role of women and its

presence from the earlier grades

of school.

4. Famiresu and Italian restaurants

have a different target and

concept.

Next steps ①

• Write down the definitive research

index.

• Continue the search of useful

materials and contacts for the

sending of the questionnaries

(deadline: the first week of April)

Next steps ②

• Send the questionnaries (schools,

restaurants, hotels, famiresu)

• Analysis and comment of the

obtained data.

• Writing of the final report.

Website

Creation of the dedicated website:

• open the project to the world

• publish data and results

• exchange of information on a

worldwide perspective(EN, JP)

Output

Developing an essay about the

socio-cultural characteristics of

the creation and reception of Italian

pasta in Japan.

御清聴

どうもありがとうございました

Thank you for listening