The craftsmanship has been raised to an art form. Japanese plastic food by the Maizuru Company was exhibited at London’s Victoria and Albert Museum in 1980. Regular competitions are held in making fake food dishes out of plastic and other materials. The food displays are called sampuru (サンプル?), derived from the English word “sample”. The plastic food manufacturers fiercely guard their trade secrets as business is lucrative; the plastic food industry in Japan, by conservative estimates, has revenues of billions of yen per year. A single restaurant may order a complete menu of plastic items costing over a million yen.