The Japanese are brilliant. The Zojirushi is just another proof.
Growing up in Iran, we had a ranking system for all products that were imported from various countries. The Japanese always and without exception ranked the highest. It did not matter if it were clothing, electronics, house-hold items or a car battery. Their brand was universally invincible. You would not even need to worry about appliance repairs if you had a Japanese brand in your hand! No one dared argue the quality or functionality of a Japanese product. If a product were Made in Japan, it had it made for life, no pun, no fuss. The Japanese brand name enjoyed infallible fame among the Iranians for as long as I can remember.