Starbucks Japan has decided to discontinue the sale of its 'Rice Flour Castella', a popular menu item in the coffeehouse chain. The announcement comes as a surprise to many Starbucks customers, who enjoyed the gluten-free treat as a healthier alternative. Reasons for the discontinuation have not been explicitly cited by Starbucks at this time.

In Japan, the 'Rice Flour Castella' is a beloved dessert option especially for those who prefer or need gluten-free products. As a society that highly values customer service, the discontinuation of popular products can spark considerable discussions among consumers and stir public sentiment. It might also lead to speculation about product quality or supply chain issues.

In the US or EU, discontinuation of products is a common business strategy usually to make room for new items, based on sales performance and customer demand. However, such decisions can also sometimes lead to consumer upset, especially if the discontinued item was particularly popular or if the specific reasons for discontinuation aren't clearly communicated.