Tokyo hiked the levy to 8.0 per cent from 5.0 per cent as it looks to control a public debt mountain, but corporate Japan's concerns were highlighted by a closely watched survey of business sentiment showing bosses are cautious about the future.
In a country beset by years of deflation, critics warn that already thrifty consumers would snap their wallets shut.
Millions of shoppers made a last-minute dash to stores in recent weeks, while nervous retailers are now watching for signs of falling sales.
Among those waking up to the higher prices was 18-year-old university student Hibiki Ishida, who was not impressed when he bought his favourite chewing gum today.
"I get this gum every morning and I know the price is 120 yen (USD 1.15)," he said.
"But I handed 120 yen to the shop clerk today and she told me it was now 123 yen -- that unnerved me."
"My mother has given me lots of daily stuff like tissue paper and plastic cling wrap," she said.
"So I can survive for the time being."
The rise has presented a huge challenge for Prime Minister Shinzo Abe since he swept to power in late 2012 on a ticket to drag the world's number-three economy out of a cycle of falling prices and tepid growth.
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