The Word Works

Consuming Japan

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Is being very Japanese the key to global value?

Published By: John on 05/10/09
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This ad for Suntory’s premium whiskey Yamazaki makes a strong claim. The more something is distinctively Japanese, the more global it becomes. In a multicultural world where the “Japan brand” may be weakening, there could be something to this. Great cars and great electronics have universal appeal. That, however, can be a problem when those great automotive and electronics products can and are being made all over the world. What then becomes of the distinction that “Made in Japan” once communicated?image

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