These days, a news report just isn't a news report without three or four men bowing in front of reporters over some misdemeanor.

Executives from Fujiya, Nikko Cordial, Dai-Nippon Printing and any company that makes those cheap water heaters hanging over your sink have all done it. Last week even the Meteorological Agency apologized for miscalculating the start of the cherry blossom season.

Japan places a premium on the public apology, though some say the reflexive nature of the gesture might prompt doubts about its sincerity. Take enka singer Shinichi Mori, who tried to apologize to lyricist Kohan Kawauchi several weeks ago. Kawauchi effectively rejected the apology by refusing to meet with Mori face-to-face. The incident caused a sensation because of Mori's position within the world of Japanese popular music and his reputation as a prima donna, but it also pointed to the PR importance of at least making a show of contrition even if no one believes you really feel sorry.