Chapter 27 International

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International: Japan

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Japan Tobacco has revenues of more than $32 billion a year. A company spokesman

has said: "Cause and effect between smoking and lung cancer has not been proved

pathologically, but we do not deny the risk that smoking may affect physical health."

Lancet, January 00, 1999, p. 1456

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In 1998 in Japan, 55% of adult men and 13% of women were smokers.

Associated Press, August 13, 1999

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From 1990 to 1996, smoking rates for 17 year olds in Japan increased from 5 to 15%

in girls and from 26 to 40% in boys.

Global Aggression, p. 24

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"Philip Morris aimed at Japanese women with Virginia Slims: Japan Tobacco fought

back with Misty, a thin, mild-blended cigarette. When RJR wooed young smokers with

Joe Camel, JT countered with Dean, named after fabled actor James Dean.

Cigarettes became the second most-advertised product on television in Tokyo - up

from 40th just a year earlier. Today, imported brands control 21 percent of the

Japanese market and earn more than $7 billion in annual sales. Female smoking is at

an all-time high, according to Japan Tobacco's surveys, and one study showed

female college freshmen four times more likely to smoke than their mothers."

The Washington Post National Weekly Edition, November 25-December 1, 1996, p.

8

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Monday, July 24, 2000

Page 69 of 116

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