The suit-clad television presenter makes breathless promises about the qualities of the Hitachi rice cooker he is pitching, describing how the induction heating steam pressure system allows the aluminum pot to produce the perfect batch of Japan’s staple food with a fluffy yet firm texture and a sweet aftertaste.
That’s not all. “We offer a ¥20,000 discount if you trade in your old rice cooker,” he says, bringing the total price to ¥29,800 for a package deal that also includes a frying pan he claims is worth ¥11,000 on its own.
In the age of Amazon.com, infomercials like these aired by Japanet Takata may seem anachronistic, a sales strategy from a bygone era. But in aging, graying Japan, the market for home shopping continues to grow, albeit slowly, with a firm grip on the purses of older shoppers with a soft spot for direct response TV.