This final chapter focuses on Zen associated commercial products and marketing campaigns that use Zen and Zen art, aesthetics as well as the sale of Zen meditation supplies by non-profit businesses run by Zen monastic communities. It examines corporate “borrowed interest” campaigns, on the one hand, and Zen teachings of Right Livelihood, on the other, to consider two dispensations of retail (retail Zen, and Zen retail, as it were), while also pointing to the circulation of representations of Zen from one space into another, and the counter-narratives and claims to authenticity that may emerge in the process. The chapter considers among other examples Shiseidō’s “Zen” perfume, a recent Mercedez Benz commercial, critique of the latter by members of the Treeleaf Zendo community, and the retail store of the non-profit Zen Mountain Monastery.
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