Where are the largest markets for Noritake and why?

The US and Japan are large markets for Noritake China.

Well, the largest market for Noritake is the US market and Japan is second and really it's the connection that we have had in the United States and we have been so well established as a family brand here for years and years and years. There was a company called Larkin Soap Company and in the 1930s they would put a Noritake dish in their box of soap and every week, they would change it up. So, it became collectable and you probably saw that at grocery stores as a premium. Well this Larkin Soap Company gave away Noritake as a premium and literally hundreds and thousands of people collected Noritake that way. It was a really big deal, but again it's hard for us in today's generation to kind of relate to a lot of that ... but a few generations ago having china was just really, really big deal and they couldn't afford it. So anyway that they could acquire it was good. It was so unbelievably cherished by them. To be able to set the table and china and silver and crystal meant that they had arrived that they had really achieved the middle class standard and that they were so proud of serving that meal and the meals had a whole different component back then. They were ways to pass stories along about the family. There were ways to enculturate the family, to civilize the family, to make people feel really special, the kids special, the parents special, the guest special. There was just no question mark, when you go to your grandmother's house and have a wonderful meal it is just something that is immediately burned into your DNA.

Written by Jerry Rosenberg -
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