ABSTRACT
Bolivian Nikkei identify more and more as Bolivians, but they are nevertheless challenged to maintain their economic basis in Santa Cruz at a time when Japanese state support is decreasing. Chapter 8 describes how the Nikkei have been struggling to translate their socioeconomic success from the colonias to urban areas. Nevertheless, Bolivian Nikkei entrepreneurs outside agriculture remain rare and few descendants have established business relations with Japan. Despite Japan’s popularity in Bolivia, Nikkei do not merchandise their ethnic identity and do not control the reproduction of Japanese cuisine. Moreover, it is questionable if the younger generations are well prepared for the Bolivian job market. Even in the colonias, socioeconomic stability is not guaranteed: whereas the two Nikkei agricultural cooperatives are widely recognised as role models, a closer look reveals that they are challenged in an increasingly competitive environment.
