Consumer Cosmopolitanism through Japanese products: The case of the Yakuza-series
Mukokuseki or borderless marketing has long been a topic within the marketing of Japanese cultural products. On the opposite end, there is the concept of ultra-cultural products and the Yakuza-series by Sega is one of the examples that takes advantage of both. The overarching question posed throughout this paper is: “How has SEGA employed a particular vision of Japan to successfully promote its Ya