Chapter

Introduction Introduction We Are Not That Poor Any More

Yoshiko Nakano

in Where There Are Asians, There Are Rice Cookers

Published by Hong Kong University Press

Published in print December 2009 | ISBN: 9789888028085
Published online September 2011 | e-ISBN: 9789882207684 | DOI: http://dx.doi.org/10.5790/hongkong/9789888028085.003.0001
Introduction Introduction We Are Not That Poor Any More

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Where there are Asians, there are rice cookers. According to one estimate, some 43 million units were sold worldwide in 2006. The electric rice cooker has to be one of the “Made in Japan” products that has had the most impact on the lives of Asian people. And yet the story of its globalization has not received much attention. This book presents a different approach to the success story of “Made in Japan” products in Hong Kong and beyond, adopting multiple perspectives rather than a single Japanese one. It tells how a Japanese manufacturing giant, working hand in hand with a Chinese entrepreneur, learned to localize its appliances for the global market and, transcending national boundaries, brought modern Japanese convenience to the city's emerging middle class.

Keywords: Asians; rice cookers; Made in Japan; globalization; Hong Kong

Chapter.  7542 words.  Illustrated.

Subjects: Business and Management

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