The Sweet Taste of Excess: Japan's Record Breaking Melon Auction In Japan, where the concept of "kawaii" (cuteness) holds sway, a hefty price tag on a piece of fruit is often seen as an emblem of luxury.
This notion was exemplified recently when premium Hokkaido melons fetched a record breaking 46,600 Singapore dollars at auction.
The winning bid by Futami Seika, a Kushiro based fruit wholesaler, marked a new high in the already stratospheric prices commanded by Yubari melons.