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Ship’s biscuits factory, c. 1940s.
perfect preservation, we feel our duty to store it not only for the
calamities of peacetime, but also as an air defence at wartime. 30
Ship’s biscuits are rationalized portable food. They have
always been an important military provision for the brave warriors
of the Imperial Army in every location. Let’s all together
experience the real value of soldier’s food. 31
Using the image of the armed forces for advertising purposes was not
limited to kanpan. Military elements were also featured in advertisements
of foodstuffs associated with a hearty military diet, such as vegetable oil
and curry powder. Obviously, this trend was prompted by the fact that the
developments at the China front constituted the focus of public attention
in late 1930s Japan. However, one more factor contributed to the selling
power of the military images – the armed forces enjoyed extreme popularity
among the population. In the eyes of commoners only the military
seemed aware of the kind of problems that people faced in their daily lives.
Local reservist organizations were increasingly successful in building a
social basis for militarism, especially in the rural areas. From the early 1930s
‘it was increasingly to the military that the people looked for the solutions
they hoped would bring them a better future’. 32
Military imagery aside, the multi-facet efficiency of kanpan was considered
its major advantage. Kanpan provided three times more calories
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