"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...

Purpose – This purpose of this paper is to investigate the policies and consequences of state‐directed consumerism in Iran during the reign of Shah Abbas I (1587–1629) of the Safavid dynasty. Design/methodology/approach – The research is based upon several secondary literatures,...

Purpose – This study seeks to further understanding of spectator consumption practices by applying modern consumer theory in a much different historical context: the gladiator games during the time of the Roman Empire. The objective is to validate modern ideas of consumption practices with...