Abstract

ABSTRACT This article explores how vendors of Buddhist goods, which are traditionally associated with death and funerary rites in Japan, have responded to religious decline by venturing into alternative spirituality, wellness, and home décor markets. Drawing on ethnographic fieldwork within Buddhist goods stores, I examine how retailers and artisans have begun re-orientating their business models and product lines from caring for the dead at acute moments of spiritual transition to caring for the living in their everyday conditions of loneliness and stress. By pushing products that generate affects of healing (iyashi) and a calm heart (kokoro), these actors forge a new corporate–spiritual philosophy and religious consumer subjectivity and, in so doing, seek to defend their market share and social relevance in an age of secularism, disconnection, and precarity. However, for commercial actors, the space between religion and spirituality can be surprisingly treacherous and this transition challenges their skills of ‘affective retailing’.

Full Text
Paper version not known

Talk to us

Join us for a 30 min session where you can share your feedback and ask us any queries you have

Schedule a call

Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.