Orientalism: the foundation of Mingei theory. Yanagi's claims to originality ; The Oriental-Occidental hybrid of philosophy and religion ; Utopian colonism, primitivism and orientalism ; 'Art of the people' and medievalism: Ruskin, Morris and Japanese peasant art movements ; Japanese tea masters. -- Appropriation of Orientalism. The formation of Mingei theory ; Mingei theory: the classification and standardisation of beauty ; Mingei projects: repositioned in a modern context ; Modernity and Japanese cultural and national identity ; Arts and crafts in modern Japan: export craft industry and modern craft movements ; Cultural nationalism in art: invention of 'Japaneseness' and 'Japanese style' ; National discourse by modernist Orientalist designers ; Yanagi's nationalist discourse on 'quentessential Japaneseness' and Japan's North-East (Tōhoku) -- 'Oriental Orientalism'. The creation of 'Others' and Oriental Orientalism ; Korea: the beauty of sadness ; The Okinawans and the Ainu: archetypal beauty of Japan in the peripheral border with the Orient ; Taiwan and North-East China/Manchuria: the beauty of the Orient and Greater East Asia ; Yanagi's Oriental Orientalism. -- Reverse Orientalism: the development of Mingei theory into national and international Modernism. Mystification of Mingei in Zen Buddhist aesthetics ; Mingei as modern visual representation of tea aesthetics ; Mingei theory for studio crafts: the predicament of the Mingei-style artist-craftsmen ; Mingei for national design: the Mingei-style for 'Japanese Modern' design and Kurafuto ; The foundation and deconstruction of the 'Leach tradition' for British studio craft philosophy ; Art or craft.