--- title: The Consumer is King in Japan description: Breaking news and analysis from time.com. Politics, world news, photos, video, tech reviews, health, science, and entertainment news. canonical: https://time.com/branded-content/global-kigyo/the-consumer-is-king-in-japan/ article:opinion: false article:content_tier: free article:published_time: 2026-07-18T18:38:09.327Z article:modified_time: 2026-07-18T18:38:02.159Z article:section: Paid Partner Content og:title: The Consumer is King in Japan og:description: Breaking news and analysis from time.com. 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They are at time.com/newsletters and are separate from a paid subscription.  Japanese economic success is often associated with ultra-modern technologies, systems and practices, ranging from the flagship Shinkansen bullet train to the smallest semiconductor component. However, the nation’s greatest strengths in business lie in its adherence to traditions and practices that place customer service at the heart of decision-making and consumer-facing strategies. Ideals such as monozukuri, meaning to prioritize quality and service standards above all else, and kaizen, which demands constant improvement and raising of performance levels, have long been essential tenets of successful Japanese businesses. Toshihiko Miki, President of music equipment firm Mikigakki Co., Ltd., is certainly a supporter of such traditions. “Ultimately, I believe Japan’s traditional craftsmanship and attention to detail elevate its monozukuri. We're looking to hire more knowledgeable and technically skilled staff and we plan to invest heavily in human resources through recruitment, training and promotions,” said Miki. Embracing B2C strategies is crucial for many modern firms in the age of new connected technologies, agreed Takahisa Uchida, President of footwear business Spingle Company Inc. “We have been shifting our focus from a B2B model to a B2C business model so that we can engage directly with end consumers through multiple channels, including e-commerce,” Uchida said. ”Ultimately we hope to increase our corporate value through globalization and the expansion of our B2C business in the years ahead.” For clothing and textiles firm Komehyo Holdings Co., Ltd., customer service has also meant embracing the recycling and second-hand goods market and trends around the world, with the global secondary (resale) apparel market valued at approximately $200 billion in 2023. “Our global strategy emphasizes local procurement and local sales, embedding reuse as a cultural norm within each market. Identifying regions with an untapped supply of high-quality pre-owned goods will be essential,” said President Takuji Ishihara. “Ultimately, we aspire to become the world’s most trusted leading reuse company and promote our vision of ‘relay reuse’ culture globally. We believe the U.S. holds strong potential, and we are also considering expansion into Europe and other regions,” he added. The monozokuri ideal is keenly felt in the food and drink sector, as Japan works to maintain its hard-won reputation for renowned cuisine and ingredients. Asahico Co., Ltd. is known for its tofu products and President Mio Ikeda praised Japanese quality in that area. “Of course, tofu can be enjoyed anywhere in the world, but personally, I believe Japanese-made tofu is the best in the world,” she said. “I would like to spread tofu around the world. Although the population in Japan is shrinking, the global population is still growing. We hope to help prevent a global protein crisis while also expanding the presence of tofu worldwide. That is our mission and our long-term strategy,” added Ikeda. At Sonton Foods Co., Ltd., finding new consumer markets for expansion around the world is an important part of future planning. “Many bakeries and sweets manufacturers are now targeting the global market, which presents us with new opportunities to gradually expand our products overseas in the coming years,” said President Shinichiro Ishikawa. According to Futoshi Nakayama, President of food business Sun Chlorella Corp., a vital part of B2C work is following market and consumer trends for product development and roll out. “What I learn from the younger generation in each area is that they are very conscious of health and wellness, as well as being interested in the corporate values of the brands they buy,” said Nakayama. “A lot of younger customers care about terms such as ‘cruelty-free’ and animal-welfare values, as well as, of course, convenience and authenticity of products.” Yuya Takaghi, President of stationary business MARK’S Inc., adheres to the kaizen idea of constant improvement. “Japan’s kaizen culture, or philosophy of continuous improvement, is closely connected to the manufacturing industry. Even for a basic product like a ballpoint pen, manufacturers are constantly looking for small ways to improve,” said Takaghi. “I believe that these two qualities, consumers’ high expectations for innovation and Japan’s kaizen approach to manufacturing, are responsible for the strength of Japan’s stationery market,” he added. Quality production standards are essential for Miyuki Keori Co., Ltd. textiles and fashion business, according to President and CEO Hiroshi Watanabe. “For us, craftsmanship will always prevail as our main focus. As the market has become polarized between high-end and mass-produced brands, we have taken a particular track on achieving higher quality,” said Watanabe. ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/branded-content/global-kigyo/the-consumer-is-king-in-japan/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/branded-content/global-kigyo/the-consumer-is-king-in-japan/"},"headline":"The Consumer is King in Japan","datePublished":"2026-07-18T18:38:09.327Z","dateModified":"2026-07-18T18:38:02.159Z","description":"","url":"https://time.com/branded-content/global-kigyo/the-consumer-is-king-in-japan/","keywords":[],"thumbnailUrl":"","author":[],"articleSection":"Paid Partner Content","image":[],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"https://time.com/branded-content/global-kigyo/the-consumer-is-king-in-japan/","name":"The Consumer is King in Japan"}}]}] ```