Snoop Dogg’s cookbook gets a rebrand in Japan
“From Crook to Cook” just doesn’t have the same catchy appeal here as it does overseas.
Japan is known for its hardline stance against drugs, so a past arrest for drug possession isn’t something you can easily bounce back from here, especially when even pro-weed comments can get you arrested.
So when it came time to publish the cookbook by American rapper Snoop Dogg in Japan, some changes had to be made. Overseas, the full title of the book is “From Crook to Cook, Platinum Recipes from tha Boss Dogg’s Kitchen”, but in Japan, it’s being released as “スヌープ・ドッグのお料理教室” (“Snoop Dogg no Oryouri Kyoushitsu”), which translates as: “Snoop Dogg’s Cooking Class“.
▼ The full title is: Snoop Dogg’s Cooking Class 60 Platinum Recipes from the Boss Dogg’s Kitchen.
情報解禁まで、もうすぐ……。 pic.twitter.com/SKcTLW36ek
— 晶文社 (@shobunsha) February 1, 2022
Unlike the overseas book, which has “From Crook to Cook” written in big letters on the front (as seen below), the Boss Dog’s notorious past has been dialled down for its Japanese release.
「From Crook to Cook」(犯罪者から料理人へ)が翻訳前のタイトルらしいから加筆修正されててもしっかりした本っぽい… pic.twitter.com/aZherA3jXs
— りう (@aaaa9135) February 2, 2022
The softer, more approachable “Snoop Dogg’s Cooking Class” gives the cookbook a wider appeal in Japan. It also helps to conjure up images of the rapper dressed in an apron, placing ingredients delicately on a plate with chopsticks and a wide smile on his face, like a Japanese chef on one of the country’s many “Oryouri Kyoushitsu” styled cooking programmes.
▼ The wholesome feel of a cooking class in Japan.
Shobunsha, the Japanese publisher of the book, recently shared a sneak peek at the front and back covers, and some of the pages inside, with the following message:
“‘Invitin’ ya to my kitchen!’ Thank you for waiting…’Snoop Dogg’s Cooking Class’ is finally open for preorders! Complete coverage from classic Southern soul food to secret recipes (looks really delicious…).”
【俺のキッチンに招待するぜ!】お待たせしました…スヌープ・ドッグ@SnoopDogg著(KANA訳)『スヌープ・ドッグのお料理教室』いよいよ予約開始! 南部の定番ソウルフードから秘伝のレシピまで完全網羅(本当に美味しそう…)。#スヌープ・ドッグ #ボス #お料理 #野菜 https://t.co/pgPmmRcjn0 pic.twitter.com/5K7rBqkk1u
— 晶文社 (@shobunsha) February 2, 2022
The cookbook has been faithfully translated by Kana, a translator, interpreter, music writer, lyricist and interviewer who has a wealth of experience in writing articles for music magazines, translating song lyrics by famous artists such as Snoop Dogg, Dr. Dre, Ariana Grande, and Justin Bieber, and working as an interpreter for big names like Ciara and Rihanna.
【ボス謹製…間違いない!】「ビッグ・ホーミーに任せとけって。この世で最高の料理本にしてやったぜ。それがいまお前の手に渡ったってことさ。…自分の世界が広がる可能性に期待して、最初に何を作るか考えてみな!」https://t.co/pgPmmQVgl0 pic.twitter.com/qYRfab5Z20
— 晶文社 (@shobunsha) February 2, 2022
The words “Crook to Cook” do make it onto the Japanese cover of the cookbook, but you have to squint to see them as they’re hidden in amongst all the small print — like websites, Japan loves to crowd front covers with stacks of information. It’s translated as “監房から厨房へ” (“kanbou kara chuubou he“), which means “From Cell Block to Kitchen“.
▼ “監房から厨房へ” can be seen at the bottom left of the front cover.
【俺のキッチンに招待するぜ!】お待たせしました…スヌープ・ドッグ@SnoopDogg著(KANA訳)『スヌープ・ドッグのお料理教室』いよいよ予約開始! 南部の定番ソウルフードから秘伝のレシピまで完全網羅(本当に美味しそう…)。#スヌープ・ドッグ #ボス #お料理 #野菜 https://t.co/pgPmmRcjn0 pic.twitter.com/5K7rBqkk1u
— 晶文社 (@shobunsha) February 2, 2022
Set to be released on 1 March by publisher Shobunsha, the book has attracted so much attention it’s already jumped to the number one spot on Amazon Japan, which Shobunsha says is the “true power of the boss“.
【Amazonランキングいきなり1位】これぞ、真のボスの力…。石原慎太郎氏『弟』、新庄BBの『日めくりカレンダー』を押さえて、堂々のランキングトップに躍り出ました! 引き続き応援よろしくお願いします!https://t.co/DEAhnLKIb7 pic.twitter.com/MioN5rCqLm
— 晶文社 (@shobunsha) February 2, 2022
How much credit should be given to the “true power of the rebrand” remains uncertain, but one thing’s for sure — it’s certainly made the Crook to Cook cookbook more palatable for Japanese audiences.
Source: Twitter/@shobunsha via Hachima Kikou
Featured image: Pakutaso (edited by SoraNews24)
Insert images: Pakutaso
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