RESPONSE

This being the first time exploring animation and After Effects, the brief was a positive challenge. Growing up as a Third Culture Kid, both the harmonious and conflicting nature between different cultures is something that has always fixated me. Sushi is a great example of how a strictly traditional element of Japanese culture has become an endlessly expanding part of global culture. Thus, I proposed the movement Sushibunkaism, where “bunka” means “culture” in Japanese. The animation aims to show the non-Japanese target audience how consumerism and rapid globalisation is leading to the loss of sushi’s cultural value, and what the real sushi etiquette entails.