This paper examines the increasingly popular chisan-chisho movement that has promoted the localization of food consumption in Japan since the late-1990s. Chisan-chisho emerged in the context of a perceived crisis in the Japanese food system, particularly the long-term decline of agriculture and rural community and more recent episodes of food scandals. Although initially started as a grassroots movement, many chisan-chisho initiatives are now organized by governments and farmers’ cooperatives. Acknowledging that the chisan-chisho movement has added some important resources and a (...) conceptual framework, we nonetheless point out that chisan-chisho has been refashioned as a producer movement by government as well as the Japan Agricultural Cooperative, capitalizing on local food’s marketing appeal. Chisan-chisho to date has not been able to become a full-fledged citizen-based political mobilization nor address the issue of marginality in the food system. (shrink)