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Urban transformations in the Liberdade Japanese neighbourhood and the confluence of events in the con struction of Nipponophilic capital in São Paulo
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Urban transformations in the Liberdade Japanese neighbourhood and the confluence of events in the con struction of Nipponophilic capital in São Paulo
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Journal Article
Urban transformations in the Liberdade Japanese neighbourhood and the confluence of events in the con struction of Nipponophilic capital in São Paulo
2025
Overview
This study analyses the urban and cultural transformation of São Paulo and its Liberdade neighborhood—home to the largest Japanese diaspora—through public policies and Japan-themed events such as Tanabata Matsuri, Anime Friends, and the Festival do Japão. It introduces the concept of Nipponophilic capital, integrating Bourdieu’s forms of capital with theories of Disneyfication, tactics, and memory spaces. Drawing on literature review, fieldwork, and photographic analysis, the article examines how Japanese pop culture, tourism, and gentrification reshape Liberdade, highlighting its central role in São Paulo’s identity and economy, positioning it as the main Japanese hub in the Americas and reinforcing its global image aligned with Japan’s branding while revealing underlying tensions. Este estudio analiza la transformación urbana y cultural de São Paulo y su barrio de Liberdade —hogar de la mayor diáspora japonesa— a través de políticas públicas y eventos de temática japonesa como el Tanabata Matsuri, el Anime Friends y el Festival do Japão. Introduce el concepto de capital nipofílico, integrando las formas de capital de Bourdieu con las teorías de la disneyficación, las tácticas y los espacios de memoria. Basándose en la revisión de la literatura, el trabajo de campo y el análisis fotográfico, el artículo examina cómo la cultura pop japonesa, el turismo y la gentrificación están remodelando Liberdade, destacando su papel central en la identidad y la economía de São Paulo, posicionándolo como el principal centro japonés en América y reforzando su imagen global alineada con la marca de Japón, al tiempo que revela las tensiones subyacentes.
