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Digital foodscapes not only transform our everyday relationships with food but offer creative and entrepreneurial opportunities. This paper works to expand the Anglo-American focus of digital foodscapes scholarship in analysis of Japanese Instagram food influencers and their relationship to gendered social reproduction. Japan's most prominent influencers are mothers documenting the bentos (boxed lunches) they prepare for their children, a meal suffused with socio-cultural meaning about good food and good mothering. I develop the concept of precarious digital mothering to examine the hidden, gendered labor created and magnified through Instagram bento accounts. I argue that the creative and entrepreneurial opportunities offered to women though Instagram are inseparable from the cultural meaning of bento as a judgment on good mothering and create a bind where digital success cannot occur without taking on additional domestic food work. Precarity is created both for the mothers who take on unpaid and unrecognized labor in the pursuit of Instagram success, and those who consume their content and the problematic narratives of food and motherhood it normalizes in its idealized and mediated performance. [ABSTRACT FROM AUTHOR]

This paper explores the complex relationship of sweets to changing gender identities in Japan. Drawing on ethnography and popular culture sources, it examines ways men negotiate their beliefs and activities concerning sweets within a context where being a sweet lover problematizes masculine identities. Sweets in Japan were traditionally regarded as the domain of women and children, while men were expected to prefer spicy foods/alcohol. Changes in food preferences have coincided with erosions in hegemonic forms of Japanese masculinity that emphasized vigor and drive. In popular culture Japan's economic malaise has been attributed to the replacement of the post-war "carnivorous men" with a generation of "grass-eating boys", whose interest in sweets is emblematic of their passivity and femininity. In real life, this link is treated rather paradoxically. Informants typically characterize it as a stereotype that no one really believes, or even that the stereotype doesn't exist, yet their actions and expression of sentiments display having internalized it. In exploring how a discourse can simultaneously be both deeply felt and dismissed as a trifling inanity, I consider the greater attention that ambiguity and uncertainty might be afforded in accounts of food specifically and human life more generally. [ABSTRACT FROM AUTHOR]