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Business trends

Chinese parents willing to pay more for Japan diaper brands

As Kao gains, P&G shifts to Japanese production in hopes of comeback

Merries brand diapers lien the shelves at a supermarket in Shanghai. (Photo by Motokazu Matsui)

TOKYO -- Eager to spend on their children, Chinese parents have moved upmarket in diapers, a trend that has been helped by the rise of online shopping and has benefited pricier Japanese brands.

Tokyo-based Kao has grown quickly in the world's biggest market for disposable diapers, largely at the expense of global consumer products giant Procter & Gamble, which took the middle road in pricing.

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