Marketing Japanese Products in the Context of Chinese Nationalism

This paper examines the rise of consumer nationalism in China through an in-depth analysis of two recent controversial Japanese ad campaigns. I situate the analysis in the sociopolitical and cultural contexts of contemporary China. I argue that Japanese producers shoulder a particular burden of history as expressed in consumer nationalism, which is a combination of the production and reproduction of Japanese imperial history, the construction of Chinese identity, the expression of dissatisfaction toward the Chinese government and consumerist ethos in the context of globalization. The Internet has become a crucial space that organizes Chinese consumer nationalism and enables consumers to feel a sense of empowerment when they express complaints with the controversial ads. Consumer nationalism in China can also be understood as what Benedict Anderson (1991) calls an oimagined communityo that attempts to unite the Chinese in a problematic way.