In what seems to be a pattern in Japanese marketing, yet another business has courted controversy by using a notable celebrity's name in a store opening celebration without obtaining prior consent. The unauthorized endorsement, now retracted, resulted in the company issuing a public apology. The business in question has pledged future commitment to stricter adherence to promotional regulations and business ethics to prevent a similar incident from recurring.

In Japan, cultural emphasis on integrity, respect, and reputation makes unauthorized use of celebrity names or images a seriously frowned upon practice. Japanese consumers place great importance on business ethical conduct, making it no less than a social obligation for companies to issue prompt public apologies upon infringement.

In contrast, while unauthorized use of celebrity images or endorsements also result in legal consequences in the US or EU, public apologies are less emphasized. Legal actions tend to be more predominate in these regions, with lawsuits being the more common course of action for celebrities to recover damages and to discourage similar marketing practices.