Japan is a unique country where functionality and added value is a strong selling point, especially in the beauty and food industries. But quite opposite from the rest of the world, natural and organic trends are largely underdeveloped in the country. This is largely because many Japanese consumers pride themselves on purchasing products that are made in Japan, and therefore don’t question the quality or safety of those products. There has been a recent push on manufacturers by the government to begin promoting natural products, but it will take time to convince Japanese consumers that the higher price point of these products is worth it.