Fearing a public backlash, staff at a Japanese frozen dessert maker have personally apologised to consumers for raising the cost of a popular ice cream by 10 yen (12 cents).

The brand, Akagi Nyugyo, increased the price of its GariGarikun lollies on Friday, April 2, for the first time in 25 years in Japan.

In tandem with the hike, the company's employees appeared in a 60-second national television advertisement aired on nationwide TV channels on Friday and Saturday to apologise to the public.

Over on YouTube, the video has been watched close to 1 million times.

The clip showed 100 sullen executives standing in formation in front of the company’s headquarters, arms folded and staring into the camera.

Accompanied by music lamenting the price hikes, the group bowed in contrition and the text on the screen said: “We held on for 25 years but...”, followed by “60 → 70”.

This is referring to the rise in price of the GariGarikun bars from 60 yen (74 cents) to 70 yen (86 cents).

The company said the hike in price was due to rising costs.

In 1991, the last time price of the bars were increased, the company took out a newspaper advertisement to apologise for a 10 yen increase.

The overwhelming response to the video on YouTube in terms of views has reportedly overwhelmed the company.