When it comes to toilets, Japanese sanitary fixtures producer Inax usually offer a simple choice of something in black or white. For China, however, something a little more glittery was called for.
Before installing two top-of-the-line porcelain thrones in the Japan Industrial Pavilion at Shanghai's World Expo, Inax coated them in real gold, a flamboyant gesture that underlines its willingness to tweak its products for an strategically important market.
“Japanese like simple and compact designs, but Chinese consumers tend to prefer a bit more form and decoration,” says Junko Kawaide, Inax's Expo manager.
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