T he History of Premiumization Shaped by Japan’s Economy and the American Market When you visit a Japanese restaurant in the United States, you begin to notice something interesting. A bowl of ramen can cost more than $20, and at a proper sushi restaurant, spending $100 per person no longer seems unusual. Move up to omakase, and meals priced at $200 or $300 per person are easy to find. What is even more interesting is that American consumers seem relatively comfortable paying