Proceedings of the 2nd International Conference on Strategic and Global Studies, ICSGS 2018, October 24-26, 2018, Central Jakarta, Indonesia

Research Article

Omamori Transformation: The Influence Of Kawaii Culture in Omamori Commodification

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  • @INPROCEEDINGS{10.4108/eai.24-10-2018.2289654,
        author={Ardietyo  Hartoro and Ike Iswary Lawanda},
        title={Omamori Transformation: The Influence Of Kawaii Culture in Omamori Commodification},
        proceedings={Proceedings of the 2nd International Conference on Strategic and Global Studies, ICSGS 2018, October 24-26, 2018, Central Jakarta, Indonesia},
        publisher={EAI},
        proceedings_a={ICSGS},
        year={2019},
        month={11},
        keywords={omamori commodification popular culture},
        doi={10.4108/eai.24-10-2018.2289654}
    }
    
  • Ardietyo Hartoro
    Ike Iswary Lawanda
    Year: 2019
    Omamori Transformation: The Influence Of Kawaii Culture in Omamori Commodification
    ICSGS
    EAI
    DOI: 10.4108/eai.24-10-2018.2289654
Ardietyo Hartoro1,*, Ike Iswary Lawanda2
  • 1: School of Strategic and Global Studies, Universitas Indonesia, Indonesia
  • 2: Faculty of Humanities Universitas Indonesia, Indonesia
*Contact email: ardietyo.h@gmail.com

Abstract

Omamori is one of the spiritual culture’s phenomena existing within the Japanese society. Omamori for the people of Japan has the main function as protection against misfortune or danger. Along with the progressing time, the shape and function of omamori undergoes changes with the commodification carried out by the producers of omamori. The function of omamori which originally was a sacred object shifts into accessory or souvenir that is often bought by the Japanese and tourists. It can be seen that omamori is utilized as commodity by the temples to attract visitors to come and buy omamori.