Japan - From Traditionel Home Cooked Meals to Dining Alone at McDonald's

Abstract: Theoretical perspective: Existing theories within anthropology, globalization of McDonald’s and Japanese culture (household etc.) were used as providing explanations of the collected data. Methodology: This research uses McDonald’s as an example of fast food consumption in Japan. The fieldwork includes interviews, observations, and questionnaires. The research has an interpretational approach to the empirical data. Empirical data: The empirical data is collected using a multi-method approach. Life story interviews from two families, a group interview, an interviews with Japanese health experts, observations made at 4 McDonald’s restaurants in Hiroshima and Tokyo and questionnaires. Conclusion: The Japanese consumption of McDonald’s fast food has increased rapidly the last 40 years because of different reasons. One reason is the Japanese household, which is changing from containing three generations to only containing two generations. That happened according to an increasing number of people, which choose to stay single and more and more old people who choose to live for themselves and not with their children and grandchildren. The role of the housewife is changing and by that also the food habits. Moreover, according to the Japanese informants, their view of healthy living is eating a varied and balanced diet. Fast food is tolerated in small amounts even in their view of a healthy diet. Another reason is the Bubble Economy in Japan in the 1980’s and the increasing amount of restaurants in that period. Also, in the post-was period Japan has been under strong influence of the U.S. and therefore been influence more by globalization and international brands in the post-war period.