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The purpose of this research is to explore the perceived value of extraordinary experience and compare it with an ordinary one in the context of food consumption. We examine how Japanese and Thai people perceive local ordinary food and foreign extraordinary food. We used a perceived value scale and past experience for independent variables and customers' general attitudes for dependent variable. We collect survey data in Japan and Thailand and conduct analyses by PLS-SEM. Five factors aredoi:10.37741/t.68.2.1 fatcat:4ef2lmzrojgrtass5f3c7nodia