Agehananda Bharati and the Pizza Effect
He named the phenomenon after pizza, an everyday Italian dish elevated in Italy's own eyes only after its American popularity — a pattern he then identified running through much of how modern spiritual movements actually work.
Agehananda Bharati (born Leopold Fischer), coining 'the pizza effect', Journal of Asian Studies (1970)
A Vienna-born scholar who became an initiated Hindu monk and coined a term for ideas that travel abroad, get reshaped by foreign enthusiasm, and then return home newly prestigious.