Soy Milk and Taste

Here is an article about new flavors for Kibun's soy milk - melon and yakiimo (grilled sweet potato). That is not too interesting, but the subject of soy milk flavoring is interesting. I cannot remember where I read this, but I did read somewhere that the approach to soy milk flavoring Japan and the US is very different. In the US, people generally do not like the taste of soy and therefore masking is objective. In Japan, people like the taste of soy, so complementing the taste is the goal.