Sometimes it is. It is full on strawberry season here. Unlike Canada, where strawberry season is May and June in Japan it is a winter fruit. Christmas often involves a strawberry shortcake (insert joke of your choice about the merits of strawberry shortcake vs our traditional Christmas cake!!!)
Our hotel has a small supermarket right next store. The strawberries keep arriving.

Obviously these are grown in greenhouses. And just like our local Thrifty’s this store likes to show the provenance of the berries.
However…

We debated whether we should buy one to see what the excitement was about. Instead we bought a ten dollar strawberry tart at a coffee shop and it was spectacular.
Not all fruit is presentation fruit like these. We’ve been buying tangerines at the same market – a bag of mid size fruit $5 for 6 or 7 fruits. Yesterday we bought three huge tangerines for $2. So good!