Smaller pizzas, a wooden Starbucks logo and tatami in Zara: The demands of the Japanese market

Smaller pizzas, a wooden Starbucks logo and tatami in Zara: The demands of the Japanese market

A smaller pizza, a logo carved in wood, or a tatami floor are minor adjustments that, in Japan, allow global brands like Domino’s Pizza, Starbucks, or Zara to conquer one of the world’s most demanding markets. “Japanese diners are very prone to boredom,” Ernest Higa — an American businessman who in 1985 managed to establish the aforementioned pizza chain in the country after convincing the U.S. headquarters to increase the topping options from 1…