Acknowledgments  vii

Note on Japanese Names  ix

Introduction: The 1990sJapan returns to Asia in the age of globalization  1

1. Taking Japanization seriously: Cultural globalization reconsidered  23

2. Trans/nationalism: The discourse on Japan in the global cultural flow  51

3. Localizing Japan in the booming Asian markets  85

4. Becoming culturally proximate: Japanese TV dramas in Taiwan  121

5. Popular Asianism in Japan: Nostalgia for (different) Asian modernity  158

6. Japans Asian dreamworld  199

Notes  211

References  233

Index  261

"[Iwabuchi's] detailed discussion, articulated in terms of the latest cultural and globalization theories, is very illuminating. Offering, as it does, a challenge to the notion that 'global' really means 'the West', this book is highly recommended as course reading for both Japanese and Media Studies."—Mark McLelland , M/C Reviews

"[A]n engaging and timely book. Its focus on Japan and Asia in the context of debates about Western-centric globalization processes is fresh and welcome. . . . [Iwabuchi] has written a fascinating, well-reasearched, and original book."—Matthew Allen, Journal of Asian Studies

"Recentering Globalization offers a rich and complex understanding of cultural flows between Japan and other parts of Asia-primarily Taiwan, Hong Kong, and Singapore-and provides a valuable perspective on studies of globalization that have been centered around Europe and the U.S. . . . It . . . will appeal to a broad range of readers in business administration and cultural studies."—Joshua Hotaka Roth, Journal of Asian Business

"Iwabuchi offers a powerful critique to the 'cultural imperialism' thesis by allowing for the importance of audience reception. . . . [T]his is a refreshing and original book by a Japanese intellectual. More the hope that it will speedily enter into a popular press Japanese translation."—Geoffrey C. Gunn, Journal of Contemporary Asia

"[F]ascinating. . . . [T]he book is well worth a read."—Brian Moeran, Copenhagen Journal of Asian Studies

"[Iwabuchi's] detailed discussion, articulated in terms of the latest cultural and globalization theories, is very illuminating. Offering, as it does, a challenge to the notion that 'global' really means 'the West', this book is highly recommended as course reading for both Japanese and Media Studies."—Mark McLelland , M/C Reviews

"[A]n engaging and timely book. Its focus on Japan and Asia in the context of debates about Western-centric globalization processes is fresh and welcome. . . . [Iwabuchi] has written a fascinating, well-reasearched, and original book."—Matthew Allen, Journal of Asian Studies

"Recentering Globalization offers a rich and complex understanding of cultural flows between Japan and other parts of Asia-primarily Taiwan, Hong Kong, and Singapore-and provides a valuable perspective on studies of globalization that have been centered around Europe and the U.S. . . . It . . . will appeal to a broad range of readers in business administration and cultural studies."—Joshua Hotaka Roth, Journal of Asian Business

"Iwabuchi offers a powerful critique to the 'cultural imperialism' thesis by allowing for the importance of audience reception. . . . [T]his is a refreshing and original book by a Japanese intellectual. More the hope that it will speedily enter into a popular press Japanese translation."—Geoffrey C. Gunn, Journal of Contemporary Asia

"[F]ascinating. . . . [T]he book is well worth a read."—Brian Moeran, Copenhagen Journal of Asian Studies

“Koichi Iwabuchi has given us a uniquely fascinating and empirically rich study of cultural globalization—Japanese style—as it evolved in the last two decades of the twentieth century. Eye-opening and insightful, this is an immensely readable book, adding considerably to the growing stock of non-Western voices and perspectives in transnational cultural studies.”—Ien Ang, author of On Not Speaking Chinese: Living between Asia and the West

"A very rich and subtle study. I predict that Iwabuchi´s book will quickly become a central reference in debates over the global organization of popular culture"—Ulf Hannerz, author of Transnational Connections: Culture, People, Places

“This book will be one of the most important in Japan studies to come out in a long time. The author’s anaylsis, which theorizes and critiques Japan’s position as a kind of intermediary between Western and Asian pop cultural formations, and the complex will to power that is being worked out under various consumerist guises, is smart and very much needed in the Japan field.”—Karen Kelsky, author of Women on the Verge: Japanese Women, Western Dreams

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