Consumers are often attracted to brands that have stood the test of time. For most of us, this is usually measured in decades or perhaps a couple of centuries. We are used to seeing companies come and go over the years, and certainly through generations. American Motors and British Leyland are examples of former giants known to most of the Boomer generation and their parents, but that are no longer standard bearers in today’s automotive industry. Japan, however, is quite different when it comes to company longevity. Even today, you can buy sake in Japan from a company that was in business back in the 1100s.

From our western perspective, we think of Japan as an advanced economy with a strong culture and traditions; we know the country for its global household brand names like Sony and Toyota. But Japan also has one of the world’s fastest aging populations and an economy beset by 20 years of deflation from which it may now be emerging. These are experiences that provide the rest of the world with valuable learning. Despite these recent economic challenges, Japan has been able to foster numerous successful centuries-old companies which are now facing brand new challenges to their existence.

This article is a reminder that change can come quickly – even to things that seem like they’ll last forever. Also, that longevity alone doesn’t create value in a company. Every generation of management and investors needs to ensure that the business is robust and ready for the opportunities and threats that come with change. Read here as Joe Pinsker of the The Atlantic explores the impact of changes in culture, business and law on some of Japan’s oldest businesses.