Calbee, one of Japan's largest snack manufacturers, has recently decided to change their vibrant, colorful packaging to simple black and white amid the ongoing naphtha shortage. The decision is a response to the rising production costs caused by scarcity of this essential petrochemical compound. It's unclear how long the new packaging design will last or what impact it will have on sales.

In Japan, packaging design plays a crucial role in product presentation and marketing. Calbee’s decision can be viewed as a sign of the serious nature of resource shortages, and it could impact consumer perception and shopping behavior. Naphtha is instrumental in producing plastics that many Japanese companies use in their product packaging.

In the US and EU, companies have similarly responded to supply chain disruptions and resource shortages by modifying their products or packaging. However, these changes often go hand-in-hand with sustainability efforts, such as a shift toward more eco-friendly materials.