The statement “Japanese consumers have the most discerning eyes in the world” has two meanings.^（注1） The first is that they have high standards when it comes to functions, taste, and similar qualities. The second is their insistence on appearance, such as refusing to tolerate even the slightest scratch.

Consumers are gradually abandoning this second kind of insistence. Does that mean consumers are reluctantly turning to “damaged goods” and buying them only because they have to put up with them? Not necessarily.

For clothing, furniture, and similar goods, secondhand markets and exchanges between consumers are thriving. Reuse reduces waste and is also good for the environment. Especially among young people, there is a growing sensibility that sees even scratches on a product positively, as traces of the warmth of its previous user.^{（注2）（注3）}

^（注4）The same applies to agricultural products that do not meet standard specifications. Perhaps people are finding positive value in cheaply using things that would otherwise become waste, thereby combining environmental consciousness with thrift. Irregularly shaped vegetables can even have the advantage of giving the impression of being handmade. Companies have finally begun to catch up with consumers’ new values.

As the market expands, the possibility of inferior or defective goods entering circulation will also increase.^（注5） Why is it cheap? Has its original value been compromised? Companies bear a heavy responsibility. Consumers, too, are expected to maintain a properly critical eye.