In Japan, vegetables and fruits are often sold in smaller, carefully packaged portions, emphasizing quality and freshness, whereas in the US, bulk purchases are more common. Marketing in Japan highlights seasonality and local produce, often showcasing regional specialties and premium varieties. Japanese consumers typically prepare vegetables in ways that preserve their natural taste and texture, such as steaming, pickling, or using them in light stir-fries. Fruits are often enjoyed as a luxury item, eaten fresh and sliced for dessert or snacks, and are sometimes given as high-end gifts due to their perceived quality and presentation.