Prior to the 1950s, the ethnography of the Netherlands was virtually a terra incognita. Dutch anthropologists usually conducted research in the tropics and foreign ethnographers did not do fieldwork in the country either. It was only in the 1950s and 1960s that native and foreign anthropologists hesitatingly began to carry out research pertaining to Dutch society and culture. The 1970s were a take-off period, in which the number of anthropological publications on the Dutch steadily increased. The present review article describes the rise and growth, the theoretical and methodological approaches, and the themes of this subfield. It also discusses some of the pros and cons of endogenous ethnography.