This document summarizes research on the socio-cultural dimensions of Italian pasta in Japan. The research analyzed Japanese blogs, websites, and surveys to understand how pasta fits into Japanese culture and lifestyle. Key findings include: 1) Pasta is a popular dish and subject of market competition in Japan; 2) Media like anime and movies influence Japan's image of pasta; and 3) Pasta has become part of everyday eating habits in Japan, including in schools, due to changing social roles and dining styles. Next steps discussed are finalizing the research plan, distributing surveys, analyzing results, and publishing findings on a website.

1. The socio-cultural dimension
about the creation and the reception
of the “Eat-Italy” in Japan
Prof. Marcella M. Mariotti
Tutor Valeria Rossini
Webmaster Nicolò Sartore Parma, 22nd March 2012

2. Summary
• Objectives
• Sources of data
• Groups and themes
• Findings
• Next steps
• Website
• Output

3. Objectives
Find and analyze the characteristics
of contemporary Japanese society
about the reception of pasta.

4. Sources of data
• Japanese blogs (20) and web
sites (80)
• Questionnaries to sellers,
restaurants’ owners, consumers
and istitutions
• Questionnaries focused on
geographic area and consumer

5. Groups and themes
1. Pasuta market in Japan
2. Italian pasta and media in pop-
culture and lifestyle
3. Pasta and social changes in
everyday life
4. The „Italian style‟ eating out
(gaishoku, 外食)

6. Pasuta market in Japan
Analysis of import data, national
production, consumer preferences,
national and international
competitors.

7. Italian pasta and media in
pop-culture and lifestyle
Socio-cultural analysis of
the media’s influence
(anime, manga, dorama,
movies) on the image of
pasta in Japan.

8. Pasta and social changes
in everyday life
Consumption and reception of pasta
in the changing society models
and eating habits: wafū pasuta (和風
パスタ), home cooking (bentō,弁当 )
and kindergartens.

9. The „Italian style‟
eating out (gaishoku, 外食)
Pasta is enjoyed outside in two
different ways: the ‘popular’
famiresu, and the ‘sophisticated’
Italian restaurant.

10. Findings ①
1. Pasta as a well-known dish, and
so object of market competition
by both Japanese and worldwide
producers.
2. The Japanese media have a
strong influence in shaping the
image if Italian pasta among their
audience.

11. Findings ②
3. Pasta is nowadays part of the
everyday eating habits, due the
changing role of women and its
presence from the earlier grades
of school.
4. Famiresu and Italian restaurants
have a different target and
concept.

12. Next steps ①
• Write down the definitive research
index.
• Continue the search of useful
materials and contacts for the
sending of the questionnaries
(deadline: the first week of April)

13. Next steps ②
• Send the questionnaries (schools,
restaurants, hotels, famiresu)
• Analysis and comment of the
obtained data.
• Writing of the final report.

14. Website
Creation of the dedicated website:
• open the project to the world
• publish data and results
• exchange of information on a
worldwide perspective(EN, JP)

16. Output
Developing an essay about the
socio-cultural characteristics of
the creation and reception of Italian
pasta in Japan.

17. 御清聴
どうもありがとうございました
Thank you for listening