Takarajima: a treasured island: exogeneity, folkloric identity and local branding

This article examines the manner in which local identity can be constructed on small islands from the selective prioritisation and elaboration of exogenous elements that become localised by this process and can subsequently function as a brand within contemporary tourism markets. The particular analysis of identity motifs on Takarajima island that we expound examines aspects of the relationships between folklore and contemporary media and references contemporary debates concerning archaeology’s interface with folklore and popular culture in the context of (non-scientific) ‘treasure hunting’.