I was graciously hosted (by Keri :)) to give an engaging talk on “Packaging and Place: Omiyage as Gastrodiplomacy,” as part of the NTU Food Studies Seminar series. Drawing on my current research as a Fulbright Scholar in Japan, I explored how omiyage—the Japanese tradition of gifting souvenirs—extends beyond simple tokens. I demonstrated how the packaging (such as the traditional wrapping cloth ‘furoshiki’) and presentation of these gifts reflect local culture, history, and identity, transforming them into powerful tools of gastrodiplomacy that foster personal connections and promote regional branding.
Thank you to Keri and Nanyang Technological University for inviting me to share my fascinating research and to everyone who joined us for the talk! For those who couldn’t attend, the presentation recording is now available!
Omiyage: Historical origins with pilgrimages, 1600s
To appreciate the role of omiyage today, it’s important to understand where this tradition comes from. The practice of gift-giving in Japan is believed to have originated with pilgrimages to Shinto shrines.
During the Edo period (17th–19th century), pilgrims would bring back mementos to show their families and friends that they had visited these sacred sites. In the early days, omiyage needed to be lightweight, non-perishable, and easy to transport—common gifts included fans, tea, knives, ladles, and obi (kimono sashes).
But beyond their practical function, these gifts carried spiritual meaning. It was believed that the blessings received by the pilgrims during their journey could be transferred to the recipients of these items. This reinforced the idea that omiyage was more than just a souvenir—it was a way to share an experience, a place, and even a sense of divine connection. This historical foundation sets the stage for how omiyage evolved into the rich cultural practice we see today.
As Japan’s railway system developed, edibles like mochi, sweets, and biscuits became more common. The efficient rail network allowed for the easy transportation of locally produced edible items like sweets and snacks, significantly contributing to the popularity of omiyage as food gifts across the country.
Japan Railway System led to the development of omiyage,
1900s
Omiyage (お土産) is a combination of two kanji: “土 – Earth” and “産 – product”, which means a typical product, a specialty of a region. It is easy to confuse omiyage with souvenirs in English but in reality, omiyage and souvenirs are quite different; omiyage carry cultural, historical, and regional references and are mostly food items, while souvenirs are a broader category and may or may not carry cultural references.
Further, the “local” element is a very important part of omiyage that distinguishes it from “souvenirs” in general. Thus, omiyage is usually snacks, sweets, and other local foods. This is because different regions in Japan usually have their own unique flavor and preference for food. Their meibutsu (名物) or specialty is available at their local gift shops, especially at train stations.
Modern Railway Stations and Omiyage Shops
Omiyage are often sold at train stations, airports, and other places, including department stores, shopping malls, and street vendors. Here, I am at Kyoto Station at one of the food shops that sells Kyoto matcha products and also seasonal-flavored omiyage like these strawberry-flavored cookies and sweets.
Beyond simply identifying a gift’s place of origin, packaging also tells a deeper story. Through imagery, colors, and text, it often highlights elements of local nature, cultural heritage, or even historical figures, making the gift feel more connected to its roots.
Regional items representative of your hometown, such as local crafts or gourmet foods, can make unique and memorable gifts. For example, if you come from a region known for its artisanal biscuits or handmade ceramics, these items can serve as meaningful tokens of your appreciation. Visually and linguistically, the design links the package to the place and enhances the storytelling of the gift.
Packaging: Visually marks the gift as unique and from a particular place
A great example of how packaging and presentation enhance a food gift’s appeal is the Tokyo Banana. The Tokyo banana is a soft sponge cake in the shape of a banana. It has a sweet and rich cream filling with a banana flavor. Other flavors are honey, coffee milk, maple, and chocolate. Designs have been added, such as Hello Kitty and pandas. More than just a sweet treat, its design, flavors, and limited-edition varieties reflect both regional exclusivity and creative marketing. The Tokyo Banana uses packaging and flavor variations to make it a sought-after omiyage. Each is individually wrapped. Some flavors are exclusive to locations, such as honey at Haneda airport.
Snow Salt Chinsuko, a delightful variation of Okinawa’s traditional shortbread, is a testament to the region’s rich culinary heritage and innovation. Ocean and beach images signal the uniqueness of the product and its ingredients. Snow Salt, known for its delicate flavor and natural purity, is harvested from Miyako Island’s underground seawater.
Experience Japanese Food From Home
Bokksu Boutique is an example of gastrodiplomacy where Americans get to know Japan through its food. This is an American gift subscription snack box. In the gift, the box includes a brochure that shows a map of Japan and details where the snacks are from in Japan.
Bokksu Boutique exemplifies gastrodiplomacy abroad, allowing Americans to experience Japan through its regional snacks.
But why does this matter? The concept behind gastrodiplomacy is rooted in a broader idea—soft power. First introduced by scholar Joseph Nye, soft power is the ability to influence others not through force but through attraction. Food, as a key part of culture, becomes a powerful tool in shaping perceptions and fostering connections. Through food, we can commune together.
Presentation Matters
The way a gift is presented is just as important as the gift itself. Packaging is often intricate, and the presentation is careful and thoughtful. In addition to gift bags and boxes, furoshiki (a traditional cloth used for wrapping) are common for presenting gifts, especially larger-sized gifts. This presentation—from intricate wrapping to the use of furoshiki—elevates the value of a food gift.
Omiyage not only reflects local traditions but also serves as a vital part of Japan’s cultural diplomacy, regional pride, and aesthetic sensibility. It’s a way to showcase the uniqueness of each region while reinforcing Japan’s broader cultural identity.
Looking ahead, however, the future of omiyage in our increasingly globalized world presents new challenges. While it’s essential to retain the distinct ‘Japanese-ness’ of omiyage, there’s also a need to preserve the traditions and values behind these gifts. At the same time, there’s a risk of over-commercialization, which could dilute the authentic cultural experience that omiyage offers.
I’d like to end with this comic that shows the importance of omiyage to the local Japanese culture! 🙂
