Recently, cross-cultural products are distributed to various countries. In Thailand, Japanese products are popular, especially food. Most of Thai people normally consume Japanese food in restaurants and street markets. On the other hand, Japanese food in convenience stores is not sold well comparing to Japan. In order to increase the sales of cross-cultural products, a case study of Japanese food has been conducted in order to understand consumer culture and behavior. Therefore, this research has investigated the attitudes and factors affected on decision making towards consuming Japanese food. Firstly, one-to-one interview is conducted to reveal consumer perception and behavior. Secondly, conjoint analysis is used to figure out importance values from consumer point of view.