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Moderna Inc. is sponsoring sumo flags in its first such promotion in Japan, as the U.S. firm seeks to build on its newfound renown in COVID-19 vaccines and wrestle market share from compatriot Pfizer Inc.

The U.S. firm's introduction to the broader Japanese public was set back after some of its doses last year were found to be contaminated, although it has clawed back market share since with the help of a government-endorsed program.

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