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The aim of this article is to explore how young children (five year olds) collectively construct pretend identities with peers in play while using and negotiating consumer knowledge and experiences. Particular attention is given to children’s collaborative transformation of objects, ideas, places and persons, as they occur in the context of pretend play.

Data were gathered from ethnographic fieldwork in a local preschool in Japan. Two classes of five-year-old children (both boys and girls) were observed over four months. The theoretical framework highlights the dynamic and fluid interactional sphere and conversational exchanges through which pretend identities are created, negotiated and expanded.

In the findings, children’s construction of pretend identities is identified in terms of three characteristic forms of interaction in play: children’s reciprocal immediacy; maintaining and challenging participation; and willingness and collaboration to expand a play theme. Children’s collective construction of pretend identities indicates that playing roles means playing rules.

Through participant observation focusing of children’s perspectives and practices, this study contributes both to childhood studies and consumption studies. It also contributes to insight into how young children in the Japanese preschool experience consumer culture in a specific socio-cultural environment and how they construct peer relationships.

The aim of this article is to examine the topic of mothers' consumption, particularly how mothers of young children as primary caregivers are involved in contemporary consumer culture in Japan, by using the concepts of “caring consumption” and “ideological dilemmas”.

Data were gathered from in-depth semi-structured interviews with 12 mothers of young children aged between 1 and 5. Interviews were conducted either at their home or public facilities. The theoretical framework highlights a variability existing within ideology which creates a cultural space for mothering.

Mothers' caring consumption is a key means through which motherhood is constituted and how ideologies surrounding mothering are enforced and enacted. They negotiate for certain products and services on behalf of their children, in the name of love, care and devotion, and in consideration of wider social networks. Consumption is part of maternal responsibility and task where a mother not only provides material and emotional support for her child but also becomes a facilitator to connect him/her to a wider social network through her consumption practices.

This study contributes insight into how mothers of young children in Japan experience consumer culture in a specific sociocultural environment and how they construct cultural meanings of motherhood in interaction with surrounding people and a wider consumption-oriented world.

Sago starch (Metroxylon sagu Rottb.) is one of the starches imported into Japan. Recently, sago starch has been promoted as a healthy type of starch because it is gluten-free and non-allergenic. This study aims to identify the factors affecting sago starch import demand during the period 1978–2017 in Japan by using a double logarithmic linear function. The study revealed that the price of sago starch, GDP, aging population rate and tariff-rate quota policy are significant factors influencing sago starch importation in Japan.