Japanese consumers are in the process of embracing the concept of value.
Multinational companies entering Japan often don't spend enough time to understand the nature of the competition here, which is usually fairly fierce, and the so-called unique needs of Japanese consumers.
People like lower prices if they can get the same quality, but convincing Japanese consumers of the quality takes a lot of time.
I love that they have such a grand vision but they can't underestimate the complexity of growing in the U.S. market.
