Japanese Company Publicly Apologizes For 9¢ Price Increase After 25 Years

Japanese ice cream company Akagi Nyuguyo has made a video to publicly apologize after it was forced to increase the price of its popsicle by 9¢, the first increase in the price in 25 years. The 60-second commercial ran on national TV, featuring the firm’s president, chairman and staff, who bowed to viewers as a folk song played in the background. The company explained that the price increase was due to higher production and packaging costs. In Japan, public apologies are both expected and scrutinized, but this video was among the more unusual ways a company has asked for forgiveness. The video has been watched more than a million times on YouTube.