# ‘Feeling guilty’: Price hikes a tough sell in Japan despite inflation

- URL: https://talkfuse.com/story/feeling-guilty-price-hikes-a-tough-sell-in-japan-despite-inflation/
- Published: 2026-11-08T03:33:28+00:00
- Updated: 2026-11-08T03:53:18+00:00
- Original publisher: CNA (publisher lean: Centre)
- Original article: https://www.channelnewsasia.com/east-asia/japan-inflation-price-hikes-uniqlo-saizeriya-6533786
- Topics: Asia, Business, Economy, World

## Key points

- Uniqlo reversed a sock price rise after public backlash.
- Saizeriya apologised for a 20-yen increase to its signature dish.
- Decades of deflation have made price rises difficult to sell.

## Summary

Uniqlo reversed a price rise on its basic socks after a public backlash, while restaurant chain Saizeriya apologised for adding 20 yen to its signature Milanese Doria. The reactions show how Japanese companies are finding it difficult to pass on higher costs to customers, despite inflation returning after decades of deflation.

Japan’s central bank says its 2 per cent inflation target has been met, but higher food bills are squeezing household budgets and firms face rising labour and material costs. Some businesses are absorbing those costs to avoid losing customers: a ramen shop owner in Okayama said she would rather persevere than raise prices, while Saizeriya kept its 100-yen wine unchanged. Real wages have risen year-on-year for eight consecutive months, but borrowing costs are also at a more than 30-year high.

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Summarised by TalkFuse (https://talkfuse.com/). Quote the original publisher for the reporting and link this page for the summary and discussion.