In 2016, Akagi Nyugyo, a Japanese ice cream company known for its “Garigari-kun” ice pops, created a commercial to publicly apologize for raising the price of their ice cream bars from 60 yen to 70 yen — the first price increase in 25 years. The commercial featured employees bowing and expressing their sincere apologies to customers for the 10-yen increase, which was roughly nine cents USD at the time.