Journal Article

Euphoric Anomaly

Faier, Lieba

2018

Overview

Elusiveness can itself be elusive. This article considers why matsutake draw over-the-top excitement as an elusive commodity even in years of prolific harvests. In 2010 Japan, an unexpectedly copious domestic matsutake harvest prompted a precipitous drop in the mushroom’s price and made the mushroom readily accessible. The article traces the sources of consumer excitement that year, showing how matsutake commodity elusiveness is itself produced through contingent coordinations among trees, fungi, weather, pickers, mycology, popular media, and consumers. It suggests that, in 2010, media outlets and consumers resolved the contradictions of this elusiveness—celebrating matsutake’s elite status as an elusive commodity while enjoying its accessibility—by treating the bumper harvest as a euphoric anomaly.