Thanks to the hotel restaurant menu scandal, even food retailers' product descriptions have come under scrutiny. Internet mall Rakuten received the biggest black eye, though it appears to have been for a genuine mistake and not because of a planned deception. To celebrate its baseball team's Japan Series victory, Rakuten held a bargain sale that marked some prices down as much as 77 percent, but in several cases the markdowns were carried out so sloppily that a whole digit was lost. For instance, an A5-grade, 550-gram "steak set" that normally sells for ¥18,400 was marked down to ¥1,000, which is a lot more than 77 percent.

The sale price was supposed to be ¥10,000, but somehow one of the zeroes didn't make the transition. Rakuten received lots of complaints and had to apologize again (having already suffered the same mistake over boxes of cream puffs) and fork out refunds, but anyone who knows anything about Japanese beef prices should have realized that ¥1,000 for Tosa-bred wagyu (Japanese beef) had to be an error.

Increased scrutiny, in fact, has revealed that many indications for beef, whether sold in restaurants or in stores, while not being technically deceptive are less then forthcoming. Aera reports that one Hokkaido beef wholesaler has been cited for misrepresenting its wares, calling some of its items "beef" when it should be labeled "processed beef" (kako-niku).