Expert’s Eyes

　Over the past decade, advances in food technology have expanded consumer choice, yet food neophobia—the fear of unfamiliar foods—has simultaneously emerged as a challenge.
My research explores communication approaches that reduce fear and concern and cultivate understanding of emerging food technologies.
In addition, I examine “ethnic crossover,” whereby products rooted in minority cultures diffuse into the mainstream, as well as the cultural attributes reflected in branding.
Across these strands of work, I seek to understand how risk communication can reduce misunderstanding and concern, with the aim of contributing to a society in which individuals can make choices with assuredness and peace of mind.

Remarkable File

・The Effect of Food Neophobia Changes Depending on Visual Appearance. Transcultural management review (19) 53-68. 2022

・Transformation of Japanese Multinational Enterprises and Business
Jitosho, R, Baba, H(co-authored) (Ch.4 Variation and Continuity of Brand Personality in Japan)　Springer Nature,2024

Brief Personal History

Education

Ph.D. in Business Administration, Kobe University, 2019 M.A. in Business Administration, Kobe University, 2014 B.A. in Commerce, Kansai University, 2012

Academic Appointments

April 2026 – Present:
Associate Professor, Faculty of Social Safety Sciences, Kansai University April 2020 – March 2026:
Lecturer, Faculty of Policy Science, Ryukoku University April 2017 – March 2020:
Assistant Professor, College of Foreign Studies, Kansai Gaidai University