Place branding entails a reflexivity of the cultural identity of a particular place. Food culture has in many cases proven particularly salient for understanding the “essence” of a place, for in-groups as well as for out-groups. But what happens in an era of global tourism, when the classical food culture does not lend itself so easily to the global palate? How does a new, yet authenticated cuisine form as an expression of what Wilk called global structures of common difference? That is the basic orienting question of this chapter, which represents a study of the formation of emerging cultural expressions in the domain of Greenlandic food culture. We follow the articulation of Greenlandic food culture historically as a trajectory from a colonial and post-colonial expression to a contemporary discourse of gastronomization and embedding in a supra-regional food cultural identity of New Nordic Kitchen. We draw upon a systematic reading of cookbooks from the early 20th century colonial period but with a special focus on the contemporary Greenlandic food cultural scene in order to develop theorization about the formation of the emergence of what we call new authenticated markets. Our study demonstrates that the cultural reflexivity characterized by contemporary glocal consumer culture has market formation consequences and opportunities and we theorize such market formation as ‘programmatic authenticity’ as it entails willed, yet socio-historically situated cultural work in a given market.
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