Business historians widely acknowledge that Morinaga, a major manufacturer of caramels, chocolates, and assorted confectionaries, was a pioneer in Japanese commercial art and marketing, especially in the development of chain store retail networks. By the late 1930s, the company had nearly four thousand chain stores, which collectively came to be known as the Morinaga Beltline. Like other market sectors, the consumer market for foodstuffs and beverages, particularly newly developed Western-style products, was dynamic and heavily invested in creative advertising design. Examination of selected manufacturers, Morinaga and Calpis, elucidates this vital market sector, which spawned a range of diverse lifestyle campaigns that promoted chocolate and caramel as nutritional foods for health and fitness and evoked new forms of modern sociality through soft drinks and alcohol consumption.
Sources
Too numerous to include here, articles from daily, weekly, and monthly periodicals and newspapers have not been listed in the bibliography but are indicated in the endnotes of each chapter.
Aidea (Idea)
Affiches (Posters)
Art and Industry
Asahi gurafu (Asahi Graph)
Cheinstoa kenkyū (Chainstore Research)
Commerce Japan
Commercial Art
Desegno
Far Eastern Review
Front
Gebrauchsgraphik (Commercial graphics)
Graphis
Gurafikku dezain (Graphic Design)
Hanbai undo (Sales Movement)
Japan Times and Mail
Kaō buretin (Kao Bulletin)
Kenchiku shinchō (New architecture)
Kōga
Kōgei jidai (Industrial Art News)
Kōkoku bijutsu (Japan Advertising Art)
Kōkokukai (Advertising World)
Kōkū asahi (Aviation Asahi)
Kokusai kenchiku (International architecture)
Life
Matsuda shinpō (Mazda News)
Matsushita Denki geppō (Matsushita Electric Monthly)
Mavo
Mitsukoshi (Mitsukoshi taimusu) (Mitsukoshi Times)
Mizue (Watercolor painting)
Modern Publicity
Morinaga berutorain (Morinaga Beltline)
Nagaseman (Nagase man)
New York Times
Nippon
Offset- Buch- und Werbekunst (Offset, book, and advertising)
Ōsaka asahi shinbun
Ōsaka mainichi shinbun
Sandē mainichi (Sunday Mainichi)
Shiseidō cheinstoa (Shiseido Chainstore)
Shiseido cheinstoa alma mater (Shiseido Chainstore Alma Mater)
Shiseido geppō (Shiseido Monthly)
Shiseido gurafu (Shiseido Graph)
Suītorando (Sweetland)
Tōkyō asahi shinbun
Tsūrisuto (Tourist)
Travel in Japan
Umi to sora (Sea and Sky)
Yomiuri shinbun