The Japanese marketers are facing a variety of challenges: The Japanese consumers are demanding better quality, uniqueness, varieties and new features. They are changing their lifestyle and values. They have more income and more time to spend. Leisure is a trendy word. Japan is getting more grey at much faster pace than other countries ever experienced. She faces an acute shortage of labor. Land prices have soared up, particularly in the large cities, which made it almost impossible for the city workers to own a decent house. Yet, many people who can afford it, are spending a lot of money to rebuild or remodel their houses. More women are working than ever before and the working women are spending money lavishly. They demand better quality, better services, and better design.