Leveraging laughter: Ihara Saikaku’s commercial satire

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Ihara Saikaku (1642–1693) made significant contributions to the development of early modern Japanese literature by using humour and satire to portray the lives of townsmen, or chōnin. His works blend realism and humour with biting social critique, focusing on the follies, ambitions, and challenges of urban life. Saikaku masterfully transformed anxieties surrounding wealth, thrift, and ambition into comedic entertainment, rendering his work both commercially successful and socially insightful. His engagement with business themes enabled him to capture the nuances of a rapidly evolving cash-based economy. Additionally, Saikaku’s ability to address the moral contradictions of the merchant class, while delivering engaging narratives, established him as a master storyteller. This article examines Saikaku’s career trajectory as he came to assume a dual role as a financially successful professional writer and a sharp social commentator. The article further explores how Saikaku capitalised on market demands and adapted his literary output to reflect popular tastes. His strategic engagement with a professional network and a growing readership allowed him to navigate the competitive publishing landscape, securing his status as a literary entrepreneur. His personal brand proved so durable that posthumous publications, some produced by collaborators, continued to find a ready market extending beyond his lifetime.