How to Read “京の着倒れ、大阪の食い倒れ”
Kyō no kidaore, Ōsaka no kuidaore
Meaning of “京の着倒れ、大阪の食い倒れ”
This proverb expresses the cultural characteristics of both cities: people in Kyoto are thoroughly particular about kimono and attire, while people in Osaka are thoroughly particular about food.
The “ruin” here does not mean bankruptcy, but is used in a positive sense meaning “to master that path” or “to pursue thoroughly.” In Kyoto, pursuing beautiful kimono and seasonal attire has taken root as culture, while in Osaka, the spirit of inquiry into delicious cuisine and ingredients developed in connection with merchant culture.
This proverb is used as an expression that celebrates regional cultural identity. Rather than referring to mere waste, it is used when expressing the values and aesthetic sense that have been cherished in each region. Even today, it is often used when explaining the cultural characteristics of the Kansai region or expressing regional pride, and continues to be beloved as words that convey the depth and richness of each region’s unique culture.
Origin and Etymology
This proverb is an expression that is said to have become established from the Edo period to the Meiji period, contrasting the characteristics of Kyoto and Osaka, the two major cities of Kansai.
The “ruin” in “clothing ruin” and “eating ruin” tends to be understood in modern times as meaning “to go bankrupt,” but originally it meant “to master that path” or “to pursue thoroughly.” In other words, this proverb was an expression that praised the cultural characteristics of both cities.
Kyoto, as a capital continuing from the Heian period, was a land where court noble culture flourished. A culture of competing in the beauty of court dress and kimono and enjoying seasonal changes in attire took root. On the other hand, Osaka developed as a commercial city called “the nation’s kitchen,” where ingredients gathered from all over the country. Merchants competed in seeking delicious things and refined their culinary techniques.
Behind the spread of this proverb was the sankin-kotai system of the Edo period. When daimyo from various regions traveled back and forth between Edo and their home domains, they often passed through Kyoto and Osaka, and it is thought that the proverb spread by word of mouth from people who actually experienced the characteristics of each city. It was born as words celebrating cultural richness, filled with longing and respect for both cities.
Interesting Facts
Kyoto’s “clothing ruin” culture is actually the source that spread the concept of “koromogae” (seasonal clothing changes) – changing kimono according to the seasons – throughout Japan. The rules of attire determined in detail according to court ceremonies penetrated even to common people.
Regarding Osaka’s “eating ruin,” there are records that travel with the purpose of “going to Osaka to eat delicious food” already existed in the Edo period. A culture that could be called the prototype of modern gourmet travel had already taken root several hundred years ago.
Usage Examples
- My friend from Kansai truly embodies Kyoto’s clothing ruin, Osaka’s eating ruin – they always have wonderful attire and know delicious restaurants
- Walking through this town’s shopping district, you can clearly see that every shop is thoroughly particular about taste, just as the words Osaka’s eating ruin suggest
Modern Interpretation
In modern society, the meaning of this proverb has undergone significant changes. While it was originally an expression praising deep commitment to culture, it is now often used as a warning meaning “spending too much money and going bankrupt.” This is due to changes in the interpretation of the word “ruin.”
However, in the modern era where SNS and gourmet sites have become widespread, the essential meaning of this proverb lives on in new forms. People who share fashion coordinates on Instagram could be called the modern version of “Kyoto’s clothing ruin.” Also, the activities of Tabelog and gourmet YouTubers are modern expressions of the “Osaka’s eating ruin” spirit.
From the perspective of regional branding, this proverb also holds important meaning. Kyoto develops tourism strategies utilizing its characteristics as a center for traditional crafts and Japanese clothing culture, while Osaka does so as a center of food culture.
In modern times, it has come to be used not just to express regional characteristics, but also as words expressing “deep commitment to specialization.” The spirit of this proverb is often cited when expressing craftsmanship or pride as a specialist. In modern society where cultural diversity is valued, it is receiving renewed attention as an attitude that cherishes region-specific values.
When AI Hears This
Kyoto’s kimono culture and Osaka’s food culture were actually practicing cutting-edge marketing techniques 300 years before the modern era.
Kyoto’s “kidaore” (dressing extravagantly) was exactly the “signaling strategy” that luxury brands use today. Just as someone carrying a Chanel bag silently communicates “I’m the kind of person who can afford products in this price range,” people in Kyoto expressed their social status through kimono. In other words, it was a strategy that placed value on “how others perceive you” rather than the practical utility of the product.
Meanwhile, Osaka’s “kuidaore” (eating extravagantly) was a pioneer of modern “community marketing.” Deepening human relationships by sharing meals with others at delicious restaurants. This is essentially the same as today’s practice of going to Instagram-worthy restaurants with friends to strengthen bonds. It also overlaps with Starbucks’ strategy of providing a “third place” as a hub for social interaction.
What’s fascinating is that Kyoto took an approach focused on “enhancing individual brand value” while Osaka emphasized “investment in relationships” – completely opposite strategies. Modern companies follow the same pattern: luxury brands emphasize Kyoto-style “status appeal,” while restaurant chains and social media companies prioritize Osaka-style “community building.”
The fact that these two value creation patterns, intuitively understood by common people in the Edo period, form the foundation of modern marketing is a remarkable insight.
Lessons for Today
What this proverb teaches us modern people is that “truly valuable things are worth being thoroughly particular about.” Precisely because we live in a modern society where efficiency and rationality are valued, the attitude of deeply engaging with what we consider important is crucial.
What is your “clothing ruin” or “eating ruin”? It might be work, hobbies, or human relationships. What’s important is pouring passion into what you truly value, without worrying about others’ opinions.
In modern times, the word “cost performance” is often used, but truly important things in life cannot necessarily be measured by efficiency. Just as people in Kyoto pursued the beauty of kimono and people in Osaka mastered the richness of food, you too should try having passion to the point of “ruin” in your own field.
That passion will surely be the source that enriches your life and positively influences those around you. Don’t fear becoming absorbed in something, and find your own way of “ruining” yourself.
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