"We live in times of increasing world uncertainty. Consumer culture in Asia has embodied such precariousness, with their unprecedented states of both prosperity and vulnerability. Works in this volume examine the consumer cultures that exist in today's precarious Asia. They do this through...

1 Introduction Yuko Minowa and Russell W. Belk SECTION I History of Consumerism in Asia 2 The Long March of the Commodity in China Alison Hulme 3 Consumerism in Early Modern Japan: Food, Fashion, and Publishing Kazuo Usui SECTION II Consumer Identity Projects 4 Century of Humiliation and...