As such, it might seem curious that Unilever would position it here as a luxury brand — while Nakagawa blithely states that it has no competition in Japan, Häagen-Dazs and domestic brand Lady Borden already occupy that luxury space. Then again, the niche for a down-to-earth, fun ice-cream store is already filled too, by Baskin-Robbins and Cold Stone Creamery; since Ben & Jerry’s makes higher-quality ice cream than those brands, and since many Japanese consumers seem to have a weaker spot for luxury brands than they do for sweeties, the approach begins to make sense.


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