From “Isn’t It Raw?” to Everyday Food

Abstract

With a focus on the role of social media, this article examines the ways in which Japanese food is authenticated and popularized as everyday food in Perth, Australia. Preceding the 2000s, Japanese food was scarcely available in Perth; the city with a small Japanese population was relatively far from Japan. In the 2010s, Japanese food, once mainly known as raw fish (sushi, sashimi) and high-end food, has transformed into everyday food, available at eateries, grocery stores, and farmers markets. I argue that the ever-growing popularity of social media allows consumers to exchange their experiences and knowledge of Japanese food and to create their versions of authenticity of the food. Authenticity is subjective and depends on people’s perceptions, and people share these perceptions on social media. Based on my fieldwork at Japanese eateries and one of the local farmers markets, as well as analysis of social media, this article illustrates consumers’ stories, authenticity, and their impact on Perth’s foodscape.