"10x'ing your rice" with expensive Zojirushi products is mostly happening in Asia. Here is the company's 2022 revenue, by region, from selling their expensive cooking appliances (the most expensive of which are their rice cookers & warmers):

    Japan:        68%
    China:         7%
    Rest of Asia: 10%
    Americas:     14%

Approx USD$400M last year, which doesn't include their other excellent household appliances or travel mugs or insulated containers. (Aside: Their travel mugs are amazing.)

Source: https://www.zojirushi-world.com/corporatedata/cfr_2022.pdf