Published in July 2007 from Ei Publishing co., Ltd., The World-Class “Ee-mon” of Osaka is a magazine-style book that exclusively features selected souvenir items, traditional craftworks, and store specialties that originate in Osaka. Ee-mon is a local phrase that describes “good things.” The book has been selling well and was once ranked third on the local listing of best sellers in the month following its publication. As you flip the pages, you will immediately notice the intention of the editors who designed it–to deliver the real atmosphere of the town of Osaka rather than merely listing well-known local products.
There is a message on the first page of the magazine:
“What is the true ‘ee-mon’ of Osaka?”
This book started from this simple question.
Locals and even some tourists have already realized that stereotyped specialties of Osaka, such as takoyaki (octopus ball), okonomiyaki (savory pancake), and owarai (comic entertainment), or phrases like kote-kote (rich; too much), would not be described as true ee-mon. What may be sold only at a store in Osaka does not always represent local characteristics, either.
Instead, the book reminds us that Osaka’s most interesting features are found in its people and community themselves.
It is a friendly conversation between shop workers and customers that often sounds nonsense; it is a “deluxe” product that is overloaded with extra features; and it is people with playful minds who continue to look for ways to make others laugh. Real Osaka exists not in products or stores but in people’s spirits and senses that are reflected in their services and communications. In other words, Osaka is marked by its people themselves.
