This Japanese Company’s Heartfelt Apology Deserves Mad Respect

Having a strong sense of honor has always been an important priority for people in Japanese society and culture. That notion has never been more evident than it is in a video released by Japanese frozen sweets and treats company Akagi Nyugyo.

Started in 1981, the company prided itself on selling their frozen treats at very affordable prices (¥50 or $.46) to children, normally during their breaks or when they head home after school. The only time they ever changed the price of their treats was 10 years later in 1991, when it was raised from ¥50 to ¥60. Thanks in part to Japan’s dying economy, any raise in price is enough to be noticed and questioned.

“We held on for 25 years, but…”

“60 -> 70” (they also bow deeply in apology)

Well, the company was forced to raise their prices again, from ¥60 to ¥70, although it was no easy task for them. Never in any company’s history has such a small change in price (equivalent to 9¢) resulted in such overwhelming guilt from the company, specifically the CEO, President and other executives.

The video, laced with a slow, peaceful Japanese folk song, shows the company’s employees all in a tight formation with doleful and gloomy looks plastered across their faces. Towards the end of the video, the entire crew bows in strict obedience to the camera, exhibiting how truly honorable they really are.

Check out the video below, and prepare to feel overwhelmed with respect for this inspirational company.

via Quartz