1 Introduction Yuko Minowa and Russell Belk SECTION I History of Consumerism in Asia 2 The Long March of the Commodity in China Alison Hulme 3 Consumerism in Early Modern Japan: Food, Fashion, and Publishing Kazuo Usui SECTION II Consumer Identity Projects 4 Century of Humiliation and Consumer Culture: The Making of National Identity I-Chieh Michelle Yang, Juliana French, and Christina Lee 5 Predicting a Mother’s Role in Investing in Children’s Education: A Study on Autonomy and Empowerment from India Akshaya Viayalakshmi, Meng-Hsien (Jenny) Lin, and Sarah Ricks SECTION III Consumer Rituals 6 Gift-Giving and Kinship-Making: Male Phoenix in China Jia Cong and Xin Zhao 7 Solitary Death is Elsewhere: The Making of Memorial Community in Japan Yuko Minowa 8 The Work of Culture in Thai Therav?da Buddhist Death Rituals Rungpaka Amy Hackley SECTION IV Governance and Sustainability in Consumption Practices 9 Utopia and Dystopia: Consumer Privacy and China’s Social Credit System Eric Ping Hung Li, Guojun (Sawyer) He, Magnum Man Lok Lam, and Wing-sun Liu 10 The Thanatopolitics of Neoliberalism and Consumer Precarity Rohit Varman and Devi Vijay 11 Cold Chains in Hanoi and Bangkok: Changing Systems of Provision and Practice Jenny Rinkinen, Elizabeth Shove, and Mattijs Smits SECTION V Body, Technology, and Mass-Mediated Marketplace Ideologies 12 Market Versus Cultural Myth: A Skin-Deep Analysis of the Fairness Phenomena in India Anoop Bhogal-Nair and Andrew Lindridge 13 Haptic Creatures: Tactile Affect and Human-Robot Intimacy in Japan Hirofumi Katsuno and Daniel White