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A Study on EKIBEN fair

  • Journal of Japanese Culture
  • 2018, (79), pp.73-87
  • DOI : 10.21481/jbunka..79.201811.73
  • Publisher : The Japanese Culture Association Of Korea (Jcak)
  • Research Area : Humanities > Japanese Language and Literature
  • Received : October 14, 2018
  • Accepted : November 9, 2018
  • Published : November 30, 2018

Kim, Young-Soon 1

1건양대학교

Accredited

ABSTRACT

This paper focused on the features and history of the ‘Ekiben fair’, which is a characteristic sales method that had a great influence on the positioning of Ekiben as food culture. Ekiben has developed as a food culture based on local specialty products, railway transportation, and for traveling. ‘Ekiben fair’ has supported the development of Ekiben in the dynamic change since the 1960s, by its innovative selling methods. It also affects permanent sales at the station. Manufacturers moved away from the base station, changed sales base to department stores in urban areas, reinforced the event nature, and advanced about 50 years, mainly in the three major fairs. In the 2010s, revitalization of "station" as the station base for selling Ekiben, promotion of in-station business development is progressing. However, even though it returned to the original railway station, it shifted to a sales form that sells some famous Ekiben at major stations throughout the country. It is difficult to expect roles like the original Ekiben, which will lead to travel and regional tourism promotion. It also has changed the image of Ekiben as well as the food of "everyday" from "special" food. As the sales base tends to shift to the main station from the ‘Ekiben fair’, the identity of Ekiben and its features are questioned again. In terms of the sales method of intensively dealing with places where crowded by people, it is common with the Ekiben fair, but it is characterized by diverse event-like elements such as demonstration sale and ranking held several times a year. It may be hard to expect rarity, topicality, and enjoyment as an event of Ekiben that was held at the ‘Ekiben fair’

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