It's Japanese. Do you know what it means? Speaking Italian might help. 

Sumimasen, which means ‘I’m sorry’ in Japanese, is what the Italian tourism industry has being saying to Japanese tourists a lot lately. After some incidents where visitors from Japan were grossly overcharged by restaurants and taxis there was some unfavourable press with regards to going to Italy on vacay. Well, this didn’t sit well with the Italians, who felt just awful about what had happened. So, working with Milan-based TBWAItalia and, also in Milan, they came up with a goodwill gesture. They decided to apologize and woo potential Japanese tourists back to Italy…using the unequivocal power of song. Peep this.