The Sustainability of Ohanami Cherry Blossom Festivals as a Cultural Icon

Emi Moriuchi and Michael Basil
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Emi Moriuchi: Saunders College of Business, Rochester Institute of Technology, 107 Lomb Memorial Drive, Building 12, Rochester, NY 14618, USA
Michael Basil: Dhillon School of Business, University of Lethbridge, 4401 University Drive, Lethbridge, AB T1K3M4, Canada

Sustainability, 2019, vol. 11, issue 6, 1-15

Abstract: Background: One important form of sustainability is the continuation of culture and cultural practices. This study examined the case of Japanese Ohanami or cherry blossom festivals. Historically, Ohanami focused on the cherry blossom as a symbol of spring’s arrival, where communal aspects, consumption of sake and seasonal foods, painting or photography, and pilgrimages to sacred sites were used to celebrate the ephemeral aspects of blossoms, spring, and life. Methods: This study examines how cherry blossom festivals are celebrated and understood and how these celebrations are changing. Results: Current celebrations demonstrate several forces are changing this celebration. The changes in cherry blossom festivals are seen in four areas (bonding, cultural continuity, marketing exploitation, and cultural symbolism). Cherry blossom festivals are also observed overseas—at first glance this suggests its continuity, however, the ways in which Ohanami is observed raise concerns about the accuracy of this cultural practice. Conclusion: Ohanami celebrations are celebrated both in Japan and overseas, and although their practice continues, the nature of the cultural celebrations are changing.

Keywords: holiday; cultural celebrations; culture; Hanami; place attributes (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:11:y:2019:i:6:p:1820-:d:217389

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