Japanese customers not worried about austerity as its part of their long history

"Japanese are not averse to austerity, and indeed it is considered a virtue — practically a goal in itself. ... Japanese people remain as they have traditionally been, quite at home with less. Paucity itself and the stark absence of adornment have always been at the heart of this culture"

Source: Color me upbeat despite the pessimism now sweeping this land
By ROGER PULVERS
The Japan Times: Sunday, Nov. 7, 2010
http://search.japantimes.co.jp/cgi-bin/fl20101107rp.html