1-20 of 372 Results

Article

The Aesthetics of Decolonization in South Asia  

Sanjukta Sunderason

Often subsumed within narratives of political “transfer of power” from colonial empires to postcolonial nation-states, decolonization was a longue durée sociocultural process that traversed the long 20th century. Its trails were global and intertwined with parallel metapolitical processes like the Cold War, and it cast long shadows that revealed the afterlives of political decolonization beyond the events that marked the arrivals of independence. South Asia is a particularly fertile ground for studying such expanded temporalities, sociocultural structures, and shadows of decolonization. While the late 1940s saw the retreat of the British Empire from India and Ceylon (Sri Lanka after 1972), as well as the climactic partition of India and creation of Pakistan, decolonization itself remained an unfolding process. It manifested in continuing struggles around cultural sovereignty and the liberation war of 1971 that birthed Bangladesh from the former East Pakistan, and continued in unresolved ethnic conflicts and regional struggles for autonomy and social democracy. The cultural field offers a unique lens for reading the more quotidian and less spectacular sites where such longue durée trails of decolonization were experienced, negotiated, and imagined via artistic forms. Aesthetics of decolonization can be read as the sensorial, imaginational, and ethical negotiations of postcolonial freedom, as well as the micropolitical and contradictory dynamics that lay therein. It can loosen the metaframe of the nation-state and the nation-form to reveal both locational and subnational differences, as well as the multiple ways in which the global itself was filtered, invoked, or negotiated from below. Aesthetics of decolonization, in other words, is the imagination of a new historiographical modality for thinking through how freedom was visualized in the postcolonies, how such visions produced new cultural modernities unique to such transitional polities, and how such modernities can be read in their transnational trails in the long 20th century.

Article

Afghan Circulations in the Persianate World, c. 1000–1800  

Hannah Archambault

This article traces the movement of Afghan peoples across the Persianate world between 1000 and 1800 ce. Afghans rose to prominence with the rise of the Delhi Sultanate, the first Muslim-ruled polity in northern India. Over the following centuries Afghans moved throughout the Persianate world, a region stretching from the Ottoman territories in the west to the courts of Southeast Asia and as far north as the trading center of Astrakhan. In the territories of what is now the modern nation-state of Afghanistan, a series of Muslim dynasties, including the Ghaznavid (c. 977–1186) and Ghorid Sultanates (c. 1011–1215) as well as a Timurid court based in Herat (c. 1405–1507) and regional representatives of the Safavid and Mughal Empires, were all led by Turkic, Tajik, and other Turco-Mongol lineages. It was not until the 18th century with the Durrani Empire (c. 1747–1842) that an explicitly Afghan-led government came to power in Afghanistan itself. Instead, the main focus of Afghan society and activity was centered within the Indian subcontinent and its mountainous northwestern frontier. As with many other premodern communities, Afghans built their careers around mobility. From humble origins as pastoral-nomadic peoples based in the Sulayman Mountains and their environs, they built careers as peripatetic merchants and as soldiers, ruled as kings, and traveled India’s highways and byways as mendicants. Afghans also became specialists in frontier zones, cultivating relationships across cultural and political frontiers that helped to facilitate integration across regions. Their political interests were informed by their economic interests, and many moved fluently between roles as merchants and as courtly and military officials. Afghans served and eventually ruled the Delhi Sultanate, became nobility within the Mughal Empire and organized its opposition, and established regional centers of Afghan power across the subcontinent. At the end of the 18th century, it was the rising influence of the British East India Company authority and their efforts at controlling the circulation of peoples, ideas, and materials that eventually marginalized Afghans in Indian society, reconstructing them as outsiders.

Article

Afghanistan in Victorian Literature  

Zarena Aslami

Afghanistan appears infrequently in Victorian literature. However, when it does appear, whether as detail or as the setting of stories that characters tell within the framing story, it is highly charged with affect and meaning. For Victorian writers, references to Afghanistan had to be carefully managed because of the conflicted feelings the public had toward two wars that the British empire conducted in Afghanistan, wars that were unprovoked, traumatic, and did not definitively gain their stated objectives. The ideological necessity of viewing Afghans as both sovereign allies, preventing the incursions of other empires on British holdings in India, and savage others, to be dominated, led not only to powerfully charged references to this country in Victorian literature. It also finds expression in 20th- and 21st-century postcolonial scholarship, including the formidable work of Edward Said. Within this field, scholarship also tends to reference Afghanistan as mere detail and to evacuate it of historical content. Returning to Victorian literature allows us to fill in the content, that is, to understand this generic quality of Afghanistan—detail or narrated, but not direct, setting—as the result not of historical insignificance but of powerful Victorian ambivalence.

Article

Afghan Trading Networks  

Magnus Marsden and Benjamin D. Hopkins

Afghanistan has long been conventionally regarded as a remote space peripheral to the wider world. Yet scholarship produced in the 2nd decade of the 21st century suggests its multiple connections to a wide array of regions and settings. Such connections are especially visible when viewed through the lens of the trade networks originating from the territories of modern Afghanistan. Scholars have come to recognize that Afghan traders have long been active players in many contexts across Asia and beyond. Such traders and the networks they form play a critically important role in connecting different parts of Asia with one another, including South Asia and Eurasia, as well as East and West Asia. The connective role performed by Afghan caravanners and religious minorities in the trade between India and Central Asia are especially well documented by historians. Increasingly so too are the activities of Afghan merchants in Ottoman territories. The trading networks Afghan traders have participated in are historically dynamic. Their orientating values shift across time and space between various forms of religious, ethno-linguistic, and political identity. The capacity to adapt to changing circumstances is helpful in understanding the continuing relevance of Afghan traders to 21st-century forms of globalized capitalism, in contexts as varied as the former Soviet Union, China, and the Arabian Peninsula.

Article

African America and Japan  

Natalia Doan

African American and Japanese people share a rich history of nearly two hundred years of transnational engagement and activity. African American writers discussed Japan as early as 1828, and, in the African American and abolitionist press, the 1860 Japanese Embassy to the United States inspired a perception of transnational solidarity between African American and Japanese people based on the shared experience of racial prejudice and the right of all men to participate in the affairs of the world. From the 16th century to the early 19th century, Japanese ideas surrounding Blackness were very different from the racial ideologies prevalent in Europe and later the United States. Japan’s victory in the Russo-Japanese War inspired African American admiration for Japan as a global leader in the fight against racism and imperialism, although Japan expanded its imperial activity across Asia throughout the early 20th century. At the 1919 Paris Peace Conference, the Japanese racial equality bill made Japan even more of a symbol of the fight for racial equality to African American civil rights leaders and writers. Throughout the 1920s and 1930s, many Japanese intellectuals were inspired by the African American struggle for civil rights, as well as their transnational engagement with African American people, to promote anti-imperialism within Japan. Meanwhile, in the 1930s, pro-Japanese organizations proliferated across the United States and influenced tens of thousands of African American people. The Japanese attack on Pearl Harbor ended much, but not all, African American sympathy for Japan. The FBI was concerned that Japanese military agents would racially agitate African American people into subversive activity. As part of the war effort, the Japanese military did plan pro-Japanese racial propaganda targeted toward America’s Black people. During the Occupation period, many Japanese people adopted negative racial attitudes toward Black people. At the same time, during the postwar period, many Japanese and African American people shared transnational relationships free from the increasing racial prejudice perpetuated by the American state. Japanese and African American relations, as well as representations and perceptions of Black people in Japan, have continued to change throughout the 21st century.

Article

African Diaspora in Asia  

Hideaki Suzuki

The presence of Africans in Asia and their migration around it is one of the least-studied subjects in all of Asian history. The same is true for studies of the African diaspora, but that does not mean that African migration lacks significance in either field. Existing scholarship reveals that Africans traveled to and settled in various regions in Asia, from the Arabian Peninsula to Nagasaki. While there were free African migrants in Asia, a larger number of them arrived as slaves, transported there by both local and European traders. Conditions for the forced immigrants varied and not all of them remained permanently un-free, with some even eventually coming to obtain political power. To understand their dispersal and presence in Asia does more than simply broaden our current understanding of the African diaspora; it also enables us to understand that the African diaspora is a global phenomenon. That improved understanding can in turn break down the geographical boundary of Asian history and connect it not only to African history but to European history too. To do that, the topic requires scholars to challenge the methodological limits of current historical studies.

Article

A Historical Sketch of Buddhism in Tibet  

Dan Smyer Yü and Sonam Wangmo

With the available historical Tibetan written records from late 8th century on and the existing scholarly works on Buddhism, this historical overview recounts how Buddhism was Tibetanized and how it became both the national religion of Tibet and a world religion spread to Inner Asia, East Asia, and other parts of the world. It also adds interpretive commentaries leading to more historical inquiries and suggestions for alternative historiographical approaches to the formation of Tibetan Buddhism, adopted from disciplines other than history of religion and Buddhist studies. An emphasis is placed on the significance of folk accounts that reveal “the geomythological reorientation” of Buddhist conversion in the historical Tibetan context not merely as an intellectual and doctrinal acceptance of Indian Buddhism but also as a symbiotic process in which Indian Buddhism and indigenous religious practices mutually transformed each other. The emergence of the different Buddhist schools in Tibet is also a result of the politics of the sect-specific powers throughout Tibetan history. It is thus essential to recognize the formation of the five schools also as a set of religio-political occurrences, particularly since the formation of Gelug (dGe lugs) School in the 15th century and later becoming a Gelug-based Tibetan polity in the 17th century. The Gelug School dominated Tibetan Buddhism, and successive Dalai Lamas ruled Tibet from the mid-17th to the mid-20th centuries. Given the regional and global status of Tibetan Buddhism, emphasis is placed on Tibetan Buddhism as a transregional religion in Inner Asia and later as a form of modern Buddhism since the middle of the 20th century. With these emphases, the historical overview presented here is intended to generate more scholarly discussions and inquiries into the history of Tibetan Buddhism in both monastic and lay spheres in and outside Tibet.

Article

The Ainu and Japanese Settler Colonialism  

Michael Roellinghoff

The Ainu people are Indigenous to Hokkaido (Japan’s northernmost island in the early 21st century), the Russian-administered island of Sakhalin, and the adjacent Kuril archipelago. The Ainu traditionally refer to these lands as Ainu Mosir (meaning “the land of the people”). In the early 21st century, an increasing number of Ainu refer to Hokkaido itself as Yaun Mosir (roughly “the land of land”). Long neighbors with the Japanese, they historically resided as far south as Honshu and as far north as Kamchatka. As of 2023, most Ainu are concentrated in southern Hokkaido and the Tokyo metropolitan area. During the Tokugawa period (1603–1867), the Matsumae Domain maintained a deeply exploitative, if not outright colonialistic, relationship with Ainu groups across Hokkaido (then known in Japanese as Ezo). Nevertheless, Tokugawa leaders explicitly recognized Ainu territorial sovereignty and political formations. Following the Japanese annexation of Hokkaido in 1869, however, the Westernizing Meiji state (1868–1912) adopted settler colonial practices in Hokkaido that closely resembled those of the United States, the British Empire, and the Russian Empire. Declaring Ainu territories across Hokkaido terra nullius (empty or ownerless land), the Kaitakushi (the Japanese Colonial Office) and successive Hokkaido-based prefectural governments disregarded Ainu sovereignty entirely and engaged in a zero-sum colonization program, dispossessing the Ainu of their unceded land, waters, and resources. While this led to deadly waves of famine and epidemic disease in Ainu communities in the late 19th and early 20th centuries, many resisted. This ranged from physical confrontations with colonial agents to large-scale peaceful protests. Amid widespread social Darwinist-inflected narratives of the Ainu as a self-destructively inferior race, in 1899, the Meiji government passed the so-called Hokkaido Former Aborigine Protection Act (Hokkaidō kyūdojin hogo-hō), rendering the Ainu wards of the state. In the 21st century, the legacies of the Protection Act and surrounding racist and colonialist discourse continue to impact the Ainu. This most often takes the form of Japanese disavowals of Ainu existence and the state’s rejection of Ainu calls for self-determination. Nevertheless, many Ainu maintain distinct cultural identities, spiritual traditions, and epistemologies and assert sovereignty on their own unceded territories.

Article

Ancient Steppe Nomad Societies  

Nikolay Kradin

Throughout more than two millennia, the extensive droughty areas in East Asia were occupied by pastoral nomads. A long history exists of hybridity between steppe and agricultural areas. The ancient nomads had a specific pastoral economy, a mobile lifestyle, a unique mentality that assumed unpretentiousness and stamina, cults of war, warrior horsemen, and heroized ancestors that were reflected, in turn, in both their verbal oeuvre (heroic epos) and their arts (animal style). They established vast empires that united many peoples. In the descriptions of settled civilizations, the peoples of the steppe are presented as aggressive barbarians. However, the pastoral nomads developed efficient mechanisms of adaptation to nature and circumjacent states. They had a complex internal structure and created different forms of social complexity—from heterarchical confederations to large nomadic empires. The different forms of identity in pastoral societies (gender, age, profession, rank) are presented in this article. Special attention is given to how ethnic identity is formed from small groups. The ethnic history of the ancient nomads of East Asia is described, particularly for such pastoral societies as the Xiongnu, the Wuhuan, the Xianbei, and the Rouran.

Article

An Indian Trading Ecumene? On the Global Ecology of South Asian Commerce  

Claude Markovits

The circulation of merchants between South Asia and the rest of the world combines a unique temporal depth, as a continuous presence of South Asian merchants outside the subcontinent is attested since at least the 9th century ce, and an impressive spatial range, as by the late 19th century Indian merchants, mostly Gujaratis and Sindhis, were to be found practically across the entire globe. Ecological factors, including the contrast between, on the one hand, the vast “dry zone” of northwestern South Asia and, on the other hand, riverine areas of permanent moisture in the rest of the subcontinent, played an important part in its genesis; they remained important as the movements of South Asian traders were extended beyond the subcontinent before the colonial era. In the colonial period, while political factors also became significant, the role of ecological factors was somewhat residual but still visible.

Article

The Appropriation of Islam in the Maldives  

Boris Wille

The Maldives is one of four Muslim majority countries in South Asia. The contemporary Islamic Republic of the Maldives frames itself as a “100 percent Muslim nation.” The state religion is Islam, all 380,000 citizens are Muslims by law, and the practice of other religions is prohibited. Ever since the first Muslim exposure, probably in the 10th century, Islam has gradually evolved into a sociocultural configuration that affects most domains of archipelagic society and culture. It shapes foreign relations, informs legislation, and influences arts and architecture, as well as language and scripture. Scholarship of Islam and Islamization in the Maldives acknowledges the historical trajectories of the appropriation of Islam as well as its contemporary relevance in Maldivian identity and state politics.

Article

Archaeology of Buddhism in Asia  

Himanshu Prabha Ray

The eightfold path shown by the Buddha in the middle of the first millennium bce was founded on wisdom, morality, and concentration. Like other contemporary Indic religions, Buddha dhamma had no central organization, nor did it follow a single text as its guiding principle. Its core principle was refuge in the Buddha, the Dhamma, and the Sangha, though as it expanded across Asia, it absorbed local traditions, responded to historical factors, and evolved philosophically. The physical manifestations of the dhamma appeared in the archaeological record at least two hundred to three hundred years later, in the form of inscriptions, stūpas, images, and other objects of veneration. Relic and image worship were important factors in the expansion of Buddhism across the subcontinent and into other parts of Asia. This essay is framed. Four themes are significant in the archaeology of Buddhism: the history of archaeology in Asia with reference to Buddhism; defining a chronology for the historical Buddha and sites associated with Buddhism; identifying regional specificities and contexts for Buddhist sites as they emerged across Asia; and finally addressing the issue of interconnectedness and interlinkages between the various sites within the Buddhist sāsana. The active participation of learned monks and nuns in the stūpa cult and their mobility across Asia is a factor that is underscored in this paper.

Article

Archaeology of Northeast India  

Tiatoshi Jamir

The northeast region of India encompasses the states of Arunachal Pradesh and Sikkim to the north; Manipur, Mizoram, and Tripura to the south; Nagaland to the east; and Assam and Meghalaya to the west. The region is unique not only geopolitically but also in terms of its ecological diversity, culture, and history, with the states of Mizoram and Tripura falling well within the 23° N tropical zone. Northeast India is characterized by uplands and high-altitude mountains in the north, northeast, east, and southeast, while the southwest and western regions comprise tablelands and low-lying floodplains. Early archaeological initiatives began with the colonial administration of the region, but such early reports were confined to surface sites. The first excavations in the region began in the post-Independence period and delved into some of the archaeological problems relevant to the area. Some of these problems concern identifying possible hominin dispersal routes; the scenario of Paleolithic research and what the associated archaeological and geological data yields; the importance of the region as a potential area for early plant domestication; and the archaeological evidence for early agriculture, particularly rice, millet, and tuber crops. Despite immense potential for historical archaeology, empirical research toward an understanding of the rise of early urban centers and early state formations, the emergence of village settlements marked by ancestral sites, and the later historical periods has only been marginal in nature.

Article

Asia in the Gunpowder Revolution  

Scott C. Levi

Contrary to long-held notions that gunpowder weapons technologies were devised in the West and gradually transmitted eastward into Asia, more recent scholarship indicates that innovations flowed in both directions. Scholars have also come to recognize that there was no uniformity in the ways that states implemented gunpowder weapons, and that multiple factors relating to environment, demographics, and cultural preferences informed decisions about when and how to embrace the new technology. The major Asian agrarian states of the Ottomans, Safavids, and Mughals (the so-called Gunpowder Empires) and the Ming and Qing dynasties in China implemented gunpowder weapons differently. The Ottomans were the most aggressive in this regard, the Mughals preferred a hybrid force, and the Safavids long favored cavalry. Chinese militaries employed hybrid forces to great effect, but in later years a lengthy peace during the Qing era slowed the implementation of new technologies. In Central Asia and other places where rulers could rely on large numbers of well-trained, fast-moving mounted archers and a nearly endless supply of horses, they found little reason to rush to embrace what for several centuries represented an expensive, slow, and unreliable technology.

Article

Asian Indentured Labor in the 19th and Early 20th Century Colonial Plantation World  

Richard B. Allen

The period between the mid-1830s and early 1920s witnessed the migration of some 3.7 million Africans, Chinese, Indians, Japanese, Melanesians, and other peoples throughout and beyond the colonial plantation world to work as laborers under long-term written and short-term oral contacts. Studies of this global labor migration over the last forty years have been heavily influenced by Hugh Tinker’s 1974 argument that the indentured labor system was essentially “a new system of slavery.” There has also been a propensity toward specialized and compartmentalized studies of the indentured experience in various parts of Africa, the Caribbean, the southwestern Indian Ocean, India, Southeast Asia, and Australasia, with a particular emphasis on systems of labor control and worker resistance. Recent scholarship reveals that this labor system began two decades earlier than previously believed, and illustrates the need to explore new topics and issues in more fully developed local, regional, and global contexts.

Article

Asian Piracy  

Sebastian R. Prange

Piracy has been an important and persistent feature of Asia’s maritime history. In fact, the largest pirate organizations in all of history were found in Asia. Although often regarded as the antithesis of trade, piracy is actually closely related to the world of commerce. Pirates were themselves often traders (or smugglers) and relied on merchants to outfit their ships and sell their plunder. Despite the obvious and primary economic dimension of piracy, pirates were also political actors. This observation is significant because piracy has traditionally been distinguished from other forms of maritime predation (especially privateering, but also naval warfare) by stressing its supposedly inherently private nature. In Asia, however, the history of piracy is very much defined by its political contexts. Pirates themselves formed polities, whether as part of established coastal communities or in their endeavors to build their own states. What is more, as was the case in Europe, pirates often colluded with territorial states that used them as an instrument of state power, in order to harass and weaken their rivals. The political dimension of Asian piracy has long been overlooked due to the preponderance of European concepts and sources, which tend to depict all Asians involved in maritime predation as mere criminals. More nuanced studies of Asian pirates, especially when based on non-European sources, promise fresh insights into the commercial, social, and political worlds of maritime Asia.

Article

Astrakhan and Orenburg: Russia’s Asian Trade in the 17th and 18th Centuries  

Matthew Romaniello

Astrakhan and Orenburg were the Russian Empire’s two “official” entrances from Asia in the early modern era. Russia’s “Asia” was conceived broadly as the expanse of Eurasia from the Ottoman Empire to the shores of the Pacific. Russia’s control of the Volga River, culminating in the conquest of Astrakhan on the shores of the Caspian Sea in the 16th century, was intended to open direct access for Russia’s merchants to reach Asia. Throughout the 17th century, trade with the Middle East and Central Asia increased, followed by an important breakthrough in relations with China culminating in the Treaty of Nerchinsk in 1689. In the 18th century, Russia’s Asian trade increased; Astrakhan’s customs fees collected from Asian trade goods surpassed the revenue generated by Russia’s Baltic ports in the first half of the century. A growing trade with the Central Asian Khanates of Bukhara, Khiva, and Khoqand led to the creation of Orenburg as the entry point for overland trade from the steppe in 1753. In theory, the new outpost separated Russia’s “Asia” into separate zones for increased regulation: Astrakhan for goods arriving from the Caspian Sea, imported from Iran and India, and Orenburg for the increasing steppe traffic. This is not to suggest that increased regulation produced better control over Eurasia’s trade networks, but rather to reveal Russia’s significant investment in profiting from Asia’s trade as much as its competitors in Britain or the Netherlands did. While overland Eurasian trade remains plagued by a historiographical assumption of its decline in the 18th century, Astrakhan and Orenburg were vital centers of Eurasian commerce, revealing the robust overland trade that remained outside of West European observation.

Article

Aviation and Asian Modernity 1900–1950  

Alan Baumler

Between 1903 and 1950, aviation technology was spread around the world and became a key concern of governments and a cultural marker of modernity. After 1903, Asia had to be explored again. Almost as soon as heavier than air flight became possible, French and British fliers began pioneering new routes to Asian cities and developing new maps and new airports along the way. With these new forms of knowledge, the colonial powers quickly moved to tie together their empires. New mapping techniques allowed for new forms of control, including what the British called “air policing,” the idea that judicious use of aircraft, and in some cases bombs and poison gas, could cheaply pacify far-flung colonial populations. Aviation was one field, however, where the Europeans did not have a long lead on Asians. Just as Europeans were using aviation to express their dominance, Asians were using it to express their modernity. Feng Ru was making and flying his own planes in San Francisco by 1912, and Siam had an air force by 1913. Asian social and political elites, who had once traveled by rail and steamship, now preferred to fly instead. “Air-mindedness” became a marker of global citizenship. Japan was the first Asian country to have an aviation industry. They proved their technological prowess to the rest of the world when they entered World War II. Their pilots bombed cities and fleets across Asia between 1937and 1945. The experience of being bombed as well as the drills and community organizations that grew out of experience ushered in a societal awareness of the military power of airplanes. The war culminated with two atomic air raids and was followed by a scramble to occupy and connect the newly liberated and independent parts of Asia. The post–World War II period led to an intensified effort to tie Asia together with faster transportation

Article

Bangladeshis in Italy  

Andrea Priori

The Bangladeshi population in Italy boomed in 1990, spreading from Rome and forming local enclaves shaped by migration chains; it is the second-largest Bangladeshi group in Europe and sees a preponderance of Sunni Muslims, a large majority of working-age men, and poor access of women to employment. Although both Italian institutions and migrant associations promoted a monolithic image of the “Bangladeshi community” as a category of political visibility, Italian Bangladeshis present considerable variety in terms of geographic origin and ideological affiliations and important differences in terms of social origins between endangered middle classes and urban middle classes with steady economic situations. Interaction with the Italian institutions results in further differentiation between “legal” and undocumented migrants, which overlaps, in part, with that between those in northern Italy, where Bangladeshi workers are generally entitled to full rights, and those in Rome and the south, where the informal economy is widespread. The large presence of undocumented working-age men fuels marginality and exploitation, both by natives and co-nationals. Patronage relations between co-nationals are crucial in providing access to emigration, housing, and employment and add to the dynamics of self-organization, especially in the case of secular associations. A peculiar characteristic of Italian Bangladeshis is the tendency to form mononational organizations (both secular and Islamic) that proliferate by virtue of scissions, along with transnationalism and entrepreneurship. In contrast, the new generation tends to move beyond communal introversion and transnationalism, but this is limited to only those with promising careers. Even among young people, extensive areas of marginality exist; this results in the persistence of attitudes typical of the migrant generation and reproduces among those who grew up in Italy the distinction, characteristic of the situation of the migrants, between those who have been successfully incorporated into Italian society and those suffering social exclusion.

Article

Beer and Whisky in Japanese Marketplaces  

Jeffrey W. Alexander

Japan has a local, centuries-old tradition of brewing sake from rice and distilling spirits from ingredients such as grain and sweet potatoes, but pioneering entrepreneurs began producing imported “Western liquors” (yōshu) in the late 19th century. This Western liquor marketplace was driven chiefly by beer brewing and whisky distilling. Western liquors were marketed, advertised, and consumed with rising popularity through the early 20th century, as living standards rose and ordinary Japanese came to afford them regularly. Following the Second World War (1939–1945), these Western commodities were no longer viewed as foreign imports, and were instead broadly regarded as domestic, if not indigenous, products. The impact of wartime rationing transformed beer into a lighter-tasting beverage that became very popular with women and young people, and whisky advertising focused closely on professional “salarymen” seeking increased prestige as well as escape from their demanding jobs.