Perfectly made toast isn't just an obsession in Japan. It's a business opportunity.
Over the past few years, there's been a quiet boom in the pursuit of expertly reheated bread, from high-end toasters and premium loaves, to cafes catering to connoisseurs seeking that satisfying crunch.
Joining the fray is the next best thing for sliced bread, a toaster designed for just one task: making a single piece of toast, flawlessly. Made by Mitsubishi Electric Corp., better known for its workaday refrigerators and rice cookers, the Bread Oven hit store shelves last month, retailing for about ¥29,000 to ¥30,000 ($270). While that might seem expensive, the country’s consumers are already used to paying top price for toasters; the popular Balmuda, which debuted a few years ago, sells for about ¥23,000.