In a novel approach, Japanese rice farmers have started an intriguing marketing technique of apologizing to sell their rice to the customers. This unusual strategy, driven by a deep-rooted cultural aspect, aims to create a strong customer-farmer bond while also compensating for any potential dissatisfaction. This phenomenon has been observed in multiple localities across Japan recently, marking a new trend in the country's rice farming sector, influencing both the economy and societal aspects.

In Japan, rice farming holds a significant place, not just economically but culturally as well. The act of farmers apologizing while selling rice is reflective of the deep-seated Japanese value of humility. It's a strategy to make customers feel valued while indirectly expressing the farmer's deep commitment to quality. The customers, understanding this sentiment, appreciate this humble approach.

In contrast, in the US or EU, customer relations strategies are usually more direct and transactional. There may be promotions, discounts, or quality assurance messages, but rarely would a farmer take the humble route of apologizing for potential dissatisfaction. Thus, this displays a contrasting approach to customer relationship management across cultures.