Companies like Japan's Saizeriya, Yum China, and Fast Retailing have recently reported strong sales. There are similarities between Japan's "Lost Decade" of economic stagnation in the 1990s, after the country's asset and credit bubbles burst, and China's economic downturn now. The ethos has benefited companies with budget offerings, including Yum China, which operates KFC and Pizza Hut in the country. Intense competitionHowever, China's market is a fast and furious one — even for winners — and the country's economic downturn has created cut-throat competition with aggressive price wars. As China's economic malaise deepened, boba tea went from premium pricing around $3.50 to $5.50 on average to as little as $1 or less over the last few years.

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Persons: —, Hideharu Matsutani, Matsutani, Saizeriya, MingYii Lai, Lai, Uniqlo, boba, Jason Yu, Kantar, BI's Matthew Low, Allison Malmsten Organizations: Retailing, Service, McKinsey, Tokyo Stock Exchange, Daxue Consulting, Shoppers, Yum, Fast Retailing, — Locations: China, Japan, Beijing, Greater China, Yum China