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The Sustainability of Ohanami Cherry Blossom Festivals as a Cultural Icon

Author

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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)

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.

Suggested Citation

  • Emi Moriuchi & Michael Basil, 2019. "The Sustainability of Ohanami Cherry Blossom Festivals as a Cultural Icon," Sustainability, MDPI, vol. 11(6), pages 1-15, March.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:6:p:1820-:d:217389
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    References listed on IDEAS

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    4. Belk, Russell W & Wallendorf, Melanie & Sherry, John F, Jr, 1989. "The Sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(1), pages 1-38, June.
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    Cited by:

    1. Shyh-Huei Hwang & Hsu-Ying Chan, 2020. "Cooperative Learning of Seiryu-Tai Hayashi Learners for the Hida Furukawa Festival in Japan," Sustainability, MDPI, vol. 12(10), pages 1-34, May.
    2. Dong-Han Kim & Jun-Jae Lee & Hyo-Yeun Park, 2021. "Assessing Economic Value of Local Festivals for Sustainable Development: A Case of Yeongju Korean Seonbi Culture Festival," Sustainability, MDPI, vol. 13(23), pages 1-13, December.
    3. Shixian Luo & Jing Xie & Katsunori Furuya, 2021. "“We Need such a Space”: Residents’ Motives for Visiting Urban Green Spaces during the COVID-19 Pandemic," Sustainability, MDPI, vol. 13(12), pages 1-18, June.

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