Matsui Takeshi

Field of Study

Years of Stay at HYI

Aug 2022 to May 2023

University Affiliation

Takeshi Matsui is Professor of Marketing at the Graduate School of Business Administration, Hitotsubashi University, co-appointed as a professor at Tokyo Institute of Technology. His research contributes to the sociology of culture and to the sociological study of markets, especially market creation through linguistic innovation, global marketing of creative products, and the emergence and diffusion of new consumer culture. He has received the Japanese Society of Marketing and Distribution Encouragement Book Award for his first monograph Language and Marketing: A Social History of the “Healing Boom” in Japan (Sekigaku-sha 2013). He has received many awards for his work, including the Best First-Time Videography Award at the Association for Consumer Research Film Track 2019 for his videography “ZAKKA: Uncategorized Culture of Uncategorized Goods, An Oral History of Uncategorized Man.” His second research monograph, Gatekeeping Foreign Cultural Products: Creation of the Japanese Comics Market in the US, was published by Yuhikaku in 2019. In February 2022, he started a new project “A Historical Analysis of De-Ethnicization of Japanese Cuisine in the U.S.”

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