While many industries are approaching their affordable price on the battlefield, soap lands are sometimes emphasizing their luxury and expensive atmosphere. For instance, this soap land literally states “高級” on their signboards, which means expensive in English. Moreover, the lighting and the materials used in the entrance of the soap land are emphasising its expensiveness, such as by using the chandeliers as their icon of luxury-ness.

Aqua

The soap land is named “Shinkai-gyo” , which means deep sea fish in English had the “aqua” concept on their signboards. Although the name of the store is deep sea fish, the images on the signboards are dolphins and turtles, which is not deep sea fish. The blue color, which is used on the signboards, is the color of the sky and sea, and it also represents “tactful”, “caring” , and “concerned” in terms of business (Cerrato, 2012). From the store name, the images, and the color of signboards, this soap land has the aqua concept, which appeals the tactful atmosphere.