Abstract

This paper focuses on a specific aspect of a Japanese rite of passage called Shichigosan. Although its origins go back to premodern Japan, its contemporary pattern truly reflects the modern living conditions of the Japanese. Today the ritual is one of the most popular family celebrations. Commercialization has significantly influenced the pattern of celebration in the postwar period and as a result, consumption practices have become inherent parts of the ritual. The paper examines this development from a historical perspective. Furthermore, it discusses the process through which consumption practices contribute to the event’s significance, not diminishing but rather enhancing its importance in the observers’ eyes. Conspicuous consumption thus becomes a creative two-directional process, one which is sustained by families’ aspirations and desires, and one which is informed by forces emanating from the commercial sector and from the media.