# Japanese Firms Struggle to Raise Prices Amid Deep-Rooted Deflationary Mindset Decades of deflation create intense consumer resistance against necessary price hikes in Japan. - **Source:** [CNA – Asia](https://www.channelnewsasia.com/asia) - **Published:** 2026-11-08 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/a42d5137-3758-4a42-b207-d919985167cf ## Consumer Backlash Against Hikes Major Japanese brands like Uniqlo and Saizeriya recently faced intense public criticism after attempting to raise prices. Uniqlo reversed a planned increase on basic socks, while Saizeriya issued a public apology for adding 20 yen to its Milanese Doria. These incidents highlight the deep-seated resistance to price adjustments in Japan. ## Legacy of Persistent Deflation Japan has battled a deflationary spiral since the mid-1990s, shaping a consumer class that views price stability as the norm. Despite government efforts since 2013 to stimulate the economy, this mindset remains entrenched. Businesses now struggle to pass on rising operational costs without alienating their loyal, price-sensitive customer base. ## Global Shocks Trigger Inflation Inflation only returned to Japan in 2022, driven by global energy shocks following the Ukraine war. Subsequent supply chain disruptions, including tensions in the Strait of Hormuz, further escalated costs for Japanese firms. These external pressures forced companies to consider price hikes, clashing directly with the country's long-standing deflationary culture. ## Small Business Survival Dilemma Small, rural businesses face even greater risks when adjusting prices due to their reliance on regular, loyal patrons. Ramen shop owner Sachi, based in Okayama, expressed guilt over potential hikes, choosing personal financial strain instead. Many small enterprises prioritize maintaining existing relationships over covering their own rising material and labor costs. ## Corporate Apologies and Strategy Saizeriya’s response to price hikes included a public apology, with leadership vowing to find ways to lower prices again. Despite these increases, the chain kept items like wine at 100 yen to maintain its casual appeal. This behavior reflects the extreme pressure firms feel to protect their status as affordable providers. ## Wage Growth vs Cost Burden While labor ministry statistics show real wages increased for eight consecutive months, many workers feel the gains are insufficient. Tokyo office worker Kazuhiko Sato noted that rising food costs force a reliance on cheaper imports. Economists argue that wage growth has not been broad enough to offset the impact of inflation. ## Monetary Policy and Borrowing The Bank of Japan recently declared its 2 percent inflation target met, ending 13 years of ultra-loose monetary policy. The central bank has begun raising interest rates, pushing borrowing costs to their highest levels in over 30 years. These financial conditions add further pressure on companies already struggling with rising expenses. ## Structural Economic Challenges Unlike other G7 nations where wage growth has largely kept pace with inflation, Japan’s recovery remains uneven. Professor Tsutomu Watanabe notes that insufficient pay raises prevent widespread consumer acceptance of higher prices. As borrowing costs rise, Japanese firms must navigate a difficult path between maintaining profitability and avoiding total consumer alienation. ## Sources covering this story - [CNA – Asia — Japanese Firms Struggle to Raise Prices Amid Deep-Rooted Deflationary Mindset](https://www.channelnewsasia.com/east-asia/japan-inflation-price-hikes-uniqlo-saizeriya-6533786) - [South China Morning Post – Asia — Japanese Firms Face Consumer Backlash Over Inflation-Driven Price Hikes](https://www.scmp.com/news/asia/east-asia/article/3373678/why-raising-prices-japan-amid-insanely-high-inflation-backfires-firms) --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._