Falling confidence in 'Japan brand' more than just a domestic problem

The nuclear power plant in Fukushima has completely tarnished the "Japan brand," which enjoyed a reputation around the world as being safe, clean, and high tech. All of that has been wiped away now by the black cloud of radioactive contamination.

Along with the "Japan brand," the popularity of Japanese food -- whose "health food" reputation had until recently attracted fans around the world -- has plummeted. In an attempt to bring back customers, one overseas conveyor-belt sushi restaurant has gone as far as to post a sign saying that none of its ingredients are imported from Japan.

Efforts to help rebuild the reputation of Japanese food have begun, however, in Hong Kong, where there are an estimated 600 to 800 Japanese restaurants. The ramen noodle industry there got the ball rolling with the campaign slogan: "Let's all eat ramen." While Japanese ramen is of Chinese origin, Chinese people consider it Japanese food. Therefore, as Japan's reputation has plunged from the ongoing nuclear crisis, Hong Kong locals' appetite for ramen has waned, dealing a blow to the Hong Kong ramen industry.

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http://mdn.mainichi.jp/perspectives/news/20110530p2a00m0na001000c.html