This chapter examines Yokomitsu Riichi's urban fiction, as well as his modernist treatise, in the context of the rhetoric of urban renewal that emerged in the wake of the Great Kantō Earthquake. The earthquake, which precipitated a crisis in the ideology of progress that had fueled national modernization for the previous several decades, inflected the fervor over-consumption practices promoted in the language of daily life reform to focus much more intensively on the self and the spirit. Yokomitsu responded to this through his “Neo-Sensationist” (shinkankaku) literature. His essay of that title strategically employs Kantian phenomenology to complicate and subvert essentialist phenomenological models and expose the ideologies of ethnic purity they implied. His urban fiction employed perceptually disorienting language to narrate the experience of protagonists who become cognitively estranged from their environments. In this way, his fiction directly disputed the ethnic essentialism that was chauvinistically being posited as the foundation for a new imperial urban renaissance.