- Minister urges Japan to use strong yen
- Super-Strong Yen Is Crushing The Japanese Economy
- Strong yen weighs on Japanese manufacturers
- Japan Warns on Strong Yen as Growth Outlook Downgraded: Economy
- New! Has Chinese Currency Manipulation Succeeded in Breaking Japanese Manufacturers? (thanks magenta)
So what's the fuss about: A currency being high (or low) has both positive and negative effects. While the yen is high, Japanese can on one hand buy whatever they want abroad while nobody will buy from them. Imagine that Panasonic, Nintendo, Toyota, Nikon, Sanyo, NEC and all these Japanese mammooths are being slaughtered each time they sell abroad (at a loss because of the exchange rate). What is keeping the fucking Yen so high? Who is controlling the demand? Shit has dramatic effects, it's a recipe for triggering huge changes in a tiny timeframe. Recently, gaffers wondered why Nintendo wasn't pushing the 3DS harder in the US. Well, the answer is because they are not suicidal. Downright insane! Who is allowing such a situation to occur? Why isn't the world more worried? Had it happenned to the US, none of you guys would have a job as we are speaking, this is like bullying.
EDIT: OK, I might have shot in the dark with the OP: Japan used to make a lot of money out of the US, since they send a hell of a lot of goods over there. But somehow, they cannot make money there anymore, why?
First and foremost, you get more (!) dollars when you exchange Yen at home in Saitama for your vacation in Austin, TX than last year for example. Woohoo good news!
How many yen do you have to pay from your pocket to get a dollar through the years? If the trend is descending, dollars are "cheaper" (I know this sounds crazy but this is something we actually observe) and everything you can buy with dollars is cheaper, so why not buy everything from there! If in 1990, you had to pay 160 yen from your pocket to get a dollar, you know give the bank only 80. In twenty years, the US have become twice as cheap as before!
This looks real good! Japanese dudes, all buy their goods in the US then! They even might get a WiiU before the official launch in their country but, ergh, "region-locked". Meh. But normally, if you buy in the US, you're a smart ass.
But what happens when you sell there? Well, you're fucked: why? Imagine you produce a WiiU for 30'000 yen in Nagano or Hiroshima. You planned to sell it 350$ in the US and 1000 $ in Australia (sorry Aussies) to get a good margin. The exchange rate is at 30'000 yen = 350$ at launch day. Imagine you paid all your workers before you sell the console to James Dude in Denver. You have 30'000 yen going out in the co-workers pocket and you get 30'000 yen going in thanks to James Dude. But now, you don't know why, you need less yen to afford 350$, say 29'000 yen, the trend of Murrica getting cheaper going on. So, you pay your co-workers when they produce the second WiiU 30'000 yen and you receive 29'000 yen courtesy of James Dude. You lost 1'000 yen! Well, you don't know why the fuck the exchange rate has changed but you raise your price to compensate... and all of a sudden the third James Dude doesn't wanna pay, arguing that the console is too expensive and is off buying a 360, produced in the US, whose price doesn't need to be raised. You're sitting in your office like an asshole wondering how you can take the price down because of a stupid exchange rate.
Now imagine you face this problem in every fucking country in the world and that your population gets older and older. People abroad say you're expensive, people in your country are too old to play. You're f*cked up to the throat.