“In Japan, fruits are not just food. Fruits really have a lot of symbolic meaning and cultural meaning,” said Soyeon Shim, a scholar of consumer and financial behavior who’s studied the country’s fruit market. “High-end fruits are used as a gift. And gifts are a very important practice in Japan.”
A $19 strawberry isn’t unusual there, said Shim, who’s the dean at the University of Wisconsin-Madison’s School of Human Ecology. The high-quality fruit is grown in controlled greenhouses and requires a lot of hand labor, she said.
“I wouldn’t ever buy a $19 strawberry to get my daily intake for vitamin C. So it isn’t designed for everyday consumption,” Shim said.