The part of me that desperately missed Halloween and pumpkin food in Japan when I was there in the early ’10s is very pleased, but 2015!me is a little alarmed by how quickly it happened, if 10 years is “quick.” Globalization is a factor, of course, but just as much at work is Japan’s marketing of seasonal goods.
In which every bakery I encountered in Tokyo, Kyoto, Osaka, and Kagoshima was decked out for Halloween. Manneken, Hirakata
Both Mister Donuts and Krispy Kreme Japan are doing Halloween campaigns this year, and because I love you all so much, I ate a ridiculous amount of doughnuts one morning for science.
What a perfect time to come to Japan and do some food anthropology!
Alice on Super Happy Awesome just posted a review of the McDonald’s Halloween burgers:
It’s that time again! As I’ve written before, Halloween has exploded into the Japanese food scene. Ten years ago, there were–as to be expected–barely any Halloween specials or goods. An increasingly large cultural shift toward Halloween as popular (children’s) holiday began sometime around 2010. While some of the shift was motivated by consumer demand, the ramped up…
Lupicia is one of the Japanese companies that has really embraced Halloween marketing and does it incredibly well.
Every year, I like to do a Halloween-in-Japan post to track the increasing popularity of the holiday and see how Japanese marketers and people celebrate it. Since I’m Stateside this year, I’d like you to help!