The reason
Japan has been plagued by economic problems for years, resulting in deflation. The prices of Akagi Nyugyo’s products had been frozen all these years. Their customers knew exactly how much money they had to bring to the store to pay for their favorite ice creams. This was very important to the company. They respected their millions of fans and this was one of the ways they showed it.
But unfortunately, after 25 years of holding on to a price of 60 yen (€0.46) per ice cream, they now had no other choice. They had to implement a price increase. This would break company tradition. Something that their customers were used to. The company was very embarrassed that they now had to ask for more money from their fans.
Curious about what the ice cream is going to cost now? You can read the answer on the next page.