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Table Of Contents

1. Introduction
It is Not Just about the Food: Significance of Research on Sushi
Sweet Relation: Business, Culture and Transformation
Theoretical Framework
Food for Eating, Food for Thought, Food for Company
Globalization as a Cultural Theory
On Transformation: Essentialism and Japanese Cultural Identification
Structure and Organization of This Thesis
Table 2.1 Methods Adopted in This Research
The Research Site
Interviews
Producer Interviews
Consumer Interviews
Self-Administered Customer Survey
Participant Observation: Eating and Working for Research
3. Sushi in Japan and Sushi à la North America
History of Sushi in Japan
Origin of Japanese Sushi
Emergence of New Type of Sushi
Nigiri-zushi and Maki-zushi: Birth of Fast-food Sushi
Standardization of Japanese Sushi
The Second World War and the Change of the Diet of Japanese Immigrants
1960s: Discovery of a New Taste for Canadians
1970s: Teppanyaki and the Juggling Japanese Chef
1980s and 1990s: Sushi Boom – Emergence of Hybrid Japanese Cuisine
Sushi Producers and Customers in Victoria
Producers
Overall View of the Victoria’s Japanese Restaurant Business
Demography of Sushi Producers
Customers
Description of the Market: Overall Picture of the Sushi Customers
Demographics of the Sushi Customer
Table 4.2 Demographic and Cultural Variety of Sushi Customers in Victoria 1
Table 4.3 Demographic and Cultural Variety of Sushi Customers in Victoria 2
The Reason Why Victorians Eat Sushi
Table 4.4 Average Value of Each Element in Significance of Choosing Sushi
Comparison of Customer Data and Producers’ Observations on Customers
Table 4.5 Comparison of Customer Data and Producers’ Observations
Definition of Sushi: Form versus Processing Style
Physical Difference of Sushi between Victoria B.C. and Japan
Table 5.1 Physical Difference between Sushi in Victoria B.C. and Japan
Difference in Kinds and Variety of Sushi-neta between Victoria and Japan
Dominance of Rolled Sushi in Canada versus Nigiri-zushi in Japan
Difference in the Manner of Rolling Sushi
Difference between Canadian and Japanese Sushi as Observed by the
Driving the Transformation of Sushi: Business and Cultural Factors
Sushi Customer Decision-Making Model
Figure 5.1 Sushi Customer Decision-Making Model
Unique Business Model of Sushi Restaurants
“Authenticity” of Sushi and Exoticism
Gap between How It Looks and What It Is
6. Conclusion
Summary: Process of Transformation and Deterritorialization of Sushi
Process of Transformation of Sushi
Figure 6.1 Process of the Transformation of Sushi
Transformation and Deterritorialization
What the Transformation of Sushi Illustrates
Future Research Topics
Closing Words
References
Appendix A
Appendix B
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sushinn

sushinn

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Published by: thenamesyaya88 on Oct 15, 2011
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11/04/2012

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