Just my 2cent worth here..
Have been to Japan and did study Japanese and know a bit about Japanese culture since I lived went out with Japanese for around 8 years now...
Many friends or people I meet who came from Japan to Perth I do ask them how did you come here, the answer is 90% Singapore airline..
I was in the plane from Perth to Narita 2 years ago, Cabin crew went and put their pillow on couple of 4 empty seats and when passenger came and try to sleep they ask them to leave just to see cabin crew sleep there after that, I am not talking about the normal area where cabin crew sleep I am talking about random empty 4 seats!!
Japanese think Qantas treat passenger like friends which is a BIG NO NO in japan.. Customer is GOD in Japan...
Unless Qantas employee people who have been to Japan and lived there for at least 2 years, QF will find itself far away from the word Competing in Japan.
What QF lacks is, CUSTOMER SERVICE CULTURE... specially when it comes to Asian countries..