This e-book focuses on food consumption and representation in the context of Asian consumers, markets, and cultures. The aim is to shed light on how Asian ways of eating are embedded within Asian ways of being. It is of particular interest to explore how the meanings and practices of food consumption and marketing are related to region-specific ideologies as well as socio-historical dynamics within Asian nations. Further explorations are made as to what Asian ways of eating can tell us about theories of food consumption and representation. In other words, do Asian ways of eating provide a unique window into Asian ways of seeing?