The speedy changing of trends and the hunger for new things

Japan has a highly developed market, full of global brands.  Staying in such a market means, above all, responding to ever-changing customer demands and the ability to innovate its products and services. If a company cannot offer this, it has little chance of sustaining itself in a crowded market in the long term. Competition in Japan is huge and innovation is constantly evolving. By comparison, Japan spends ~3.7% of GDP on science and research.