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

Uniqlo's decision to row back on its sock price hike came as it sought to protect its status as a paragon of affordability portrayed in local media. | Bloomberg

Nov 9, 2026

When Japan’s “symbol of affordability” Uniqlo decided to increase the price of its basic socks last month, it sparked a backlash before the clothing titan made an immediate U-turn.

That came after Italian-style family restaurant chain Saizeriya issued an almost groveling apology as it decided to add ¥20 ($0.13) to the price of its trademark Milanese Doria, lamenting its “lack of effort.”

The very public angst — including in one of the world’s most recognizable clothing brands — highlights the struggles Japanese firms face as they battle rising costs in a country where decades of deflation have nurtured a consumer class averse to higher prices.

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