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Japan's elephant brand trying to raise its overseas profile

Zojirushi suffers as Chinese tourists binge less on kitchen appliances

Foreign tourists in Osaka check out some Zojirushi appliances.

OSAKA -- Zojirushi is looking overseas for more sales now that Chinese tourists to Japan have curtailed their bakugai collective spending binge in the country.

The kitchen appliance maker on Monday announced that its group operating profit for the year ended Nov. 20 fell 35% from the previous year to 7.8 billion yen ($68.8 million). It blamed a chunk of the fall on Chinese tourists to Japan, who are no longer snapping up the company's thermos bottles and rice cookers like they used to.

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