Bridging Bulgaria and Japan: The Appeal of Authenticity in “Grandma’s Yogurt”

Abstract

    This paper explores the connections between Bulgaria and Japan through the lens of yogurt consumption, focusing on the cultural significance of "Grandma’s Yogurt." It delves into the post-socialist period in Bulgaria, examining how the pursuit of "homeland taste" and "authenticity" diverges from the opposition to industrialization, technological development, and large-scale global production often associated with organic and slow food movements. Despite the significant geographical, political, and economic differences between Japan and Bulgaria in the 1970s, the sour-tasting Bulgarian yogurt transitioned from an unknown food item to a powerful international brand, emphasizing health and authenticity. The analysis reflects on the socio-cultural dynamics during the post-socialist era, where Bulgaria’s EU accession and stringent food regulations led to a transformation in the perception of yogurt as a cultural symbol. The everyday production and consumption of yogurt embody a continuous interplay between "tradition" and "modernity," "local" and "national," and "global" and "local," shedding light on the challenges and changes in Bulgarian identity in the face of societal shifts. Each pot of Grandma’s Yogurt not only contains millions of beneficial lactobacilli but also serves as a compass reflecting the Japanese image of "beautiful Bulgaria" and guiding individuals in their sense of what it is to be Bulgarian today.