NEWS

126th Tobunken-ASNET Seminar "Flying with Madame Butterfly: Japan Airlines’ Kimono-Branding in the 1950s"

【Date】
Oct 22 (Thu), 2015, 5:00-6:00 p.m.

【Venue】

Ground Floor, Institute for Advanced Studies on Asia, The University of Tokyo

【Speaker】

Yoshiko Nakano (Japanese Studies), The University of Hong Kong

【Title】

Flying with Madame Butterfly: Japan Airlines’ Kimono-Branding in the 1950s

【Abstract】

In 1954, Japan Airlines (JAL) launched its first international service from Tokyo to San Francisco. JAL’s first advertisement in the U.S. proclaimed, “Even before you leave Golden Gate, you’re in Japan,” and on board, the flight attendants served drinks in kimonos. This paper considers who were behind this Orientalist strategy.

※ The seminar will be held in Japanese.