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Japan  has been one of the strongest DRTV markets for the last two decades, with a high population ratio and strong purchasing power, this market has proven to maintain its successful track record regardless of any economical hurdles it may encounter. A Japanese company who caters to the customer will invest time in researching the product and adjusting it to the quality standards they believe is acceptable before launching the product into the market. Suppliers must be patient and cooperative during this process and must understand that this is necessary to sell their products in Japan.