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Furusato wa, konkuriito roodo (My home town is a concrete road)
Since WWII Japan as experienced rapid economic which led to migration from rural areas to urban centres. The nostalgia for a rural lifestyle is expressed among Japanese urban migrants as furusato, translated as “old village.” The origins of furusato come from traditional Japanese culture and religion as well as a historical discourse about the importance of the countryside. Modern Furusato discourse has permeated Japanese culture and can be found in advertisement for rural travel and consumer products, in government policies, and popular media. This essay argues that the prevalence of furusato in Japanese culture is a cultural way of coping with westernization and internationalization. The Japanese culture is perceived by the Japanese themselves as being threatened by new cultural practices that have arisen from westernization.
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