Nike commercial addresses bullying and racism in Japan, riles up debate online【Video】

Video gets more dislikes than likes, proving just how much Japanese society needs to watch this right now.

Ever since their 1988 “Just Do It” ad, sports brand Nike has become known for producing commercials that spark a conversation and leave a lasting impression on viewers.

Last year, they got the conversation going around all the annoying questions tennis star Naomi Osaka has to deal with surrounding her ethnicity, and now they’re back to tackle another tough subject: the experience of young foreign residents in Japan.

The new commercial is called “Ugokashitsuzukeru. Jibun wo. Shorai wo. The future Isn’t Waiting“, with the Japanese part translating to “Keep Moving. Yourself. The future.” Featuring stories based on “the real-life experience of athletes”, this clip shows three soccer girls from different backgrounds in Japan — one is Japanese, one is Korean, and one is, like Osaka, mixed race, with a Black father and Japanese mother — and reveals how they “overcome their daily struggles and conflicts to move their future through sports.”

The commercial has English subtitles available, so click the white gear button next to the CC in the bottom right corner to turn them on, and take a look at the clip below:

The two-minute video is a moving look at what it can be like to be a young girl into soccer in Japan. The Japanese girl is bullied at school and struggles to meet her parents’ expectations to excel at schoolwork, with her questioning, “Am I good enough?”

On the other hand, the Black Japanese girl struggles to blend in, wondering “Am I normal enough?” as her Japanese classmates stare at her for looking different and touch her hair in the girls’ bathroom.

She can be seen watching a video of Osaka on her phone, and one of the comments that’s often directed at the tennis player, “So are you American or Japanese?” appears to hit home for her as well.

The Korean girl, who’s a transfer student in Japan, can be seen scrolling through information on her phone that discusses the “zainichi problem”, with “zainichi” meaning “foreign resident in Japan” and often used to refer to Koreans. Japanese-Korean relations can be tense and often hostile, and this girl gets stared at menacingly on the street and wonders if she should stand out a little less and get people to like her.

In the end, though, all three girls, who experienced all of these insecurities and feared that “Maybe I just have to deal with it“, eventually come to the realisation that no, they don’t have to just deal with it. They don’t have to wait until one day for things to change and get better — they will make it happen, by proudly doing what they love to do, and proudly loving their ethnicity and who they are as well.

▼ Nike reminds us that sport brings people from all sorts of backgrounds together.

The commercial brings to light the problem of bullying in Japan, and Nike’s handling of the issue drew many Japanese supporters on social media.

“This is amazing. I feel like I’ve never seen a commercial that cuts into the issue of living in Japan and minorities in Japanese advertising.”
“Thank you so much. Please continue to send important messages like this.”
“I’m so impressed by Nike. Thank you!”
“This made me cry. It would be wonderful if we could stop young people having thoughts like this.”
“So good – I’m always buying Nike because of ads like this!”

However, on the other side of the fence, a large number of Japanese took offence to the ad, saying:

“Is Japan really such a country full of discrimination? It feels like you’re creating a false impression of Japan.”
“You’re crossing the line and making Japanese people look foolish.”
“I feel this depicts Japanese as being extremely inhumane.”
“It’s not just Japan – discrimination exists in other countries too.”
“There’s no bullying in Japan!”
“I won’t buy Nike ever again!”

The video ruffled so many feathers with right-wingers in Japan that the video actually received more dislikes than likes, with 18,000 dislikes and 17,000 likes as of this writing. The comments on the YouTube video itself were also filled with hateful, racist remarks and comments from people who appear to be blind to bullying as a problem here, despite the fact that you can buy bully insurance for your children in Japan.

All the dislikes and negative comments on the video actually suggest that Nike has hit a nerve, with some commenters saying this just proves how necessary an ad like this is in today’s society. The more we expose the Japanese public to stories of bullying and racism, the more they’ll be able to recognise it and stop it, so when Japanese comedians joke about Naomi Osaka’s complexion being “too sunburned” or a Japanese company whitewashes the tennis star for their commercials, people will be able to realise what’s happening and call them out for it.

Addressing problems like bullying and racism in Japan isn’t a slur on the country — it’s a gentle prod towards improving society for everyone, so that one day, when another Japanese girl like Naomi Osaka makes it big on the world stage, people can accept her for who she is, instead of continually asking her about her love of katsudon.

Sources: YouTube/Nike Japan via Jin, Hachima Kikou
Images: YouTube/Nike Japan
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Naomi Osaka becomes shojo manga star for new series set in outer space

Professional tennis player set to be the newest heroine in Japan’s biggest girls’ comic magazine.

Publisher Kodansha’s Nakayoshi is Japan’s most popular girls’ comics anthology, and has served as the home for some of shojo manga’s most beloved heroines, including Sailor Moon and Cardcaptor Sakura. Later this month, Nakayoshi will welcome its newest star, none other than professional tennis player Naomi Osaka!

This isn’t a quick one-off chapter just to lure Osaka’s preexisting fanbase into picking up a copy of Nakayoshi either. Osaka will be the main character of a brand-new series titled Unrivaled-Naomi Tenkaichi. Though tankaichi usually means “the best in the world,” the literal translation is “the best under heaven,” and a more celestial interpretation makes sense here, since rather than a straightforward autobiography of Osaka’s real-life sporting accomplishments, Unrivaled-Naomi Tenkaichi is a science fiction sports action series.

Kodansha describes the manga with:

“’I will fight to protect everyone’s dreams and hopes from darkness!!’ The energetic and cute Naomi, while being supported by her father mother, and older sister Mari, aims to become the strongest space tennis player in this action story of hot battles unfolding in space!!!”

Kodansha isn’t skimping on the artwork either, as the manga will be drawn by Futago Kamikita, the twin-sister artist team who’s handled more than a dozen adaptations of the phenomenally successful PreCure magical girl franchise. Unrivaled-Naomi Tenkaichi’s key art depicts Osaka in a stylized aesthetic with vivid pink and purple hair that’s likely to draw far less controversy than the last time she was depicted in anime/manga form.

Series composition is credited to Tama Mizuno, and Naomi’s older sister, Mari Osaka, is listed in a supervisory role for the series. Following its announcement, the tennis star herself took to Twitter to voice her excitement and mention her love of manga in general.

Growing up reading manga/watching anime was something that bonded me and my sister immensely so this is really exciting for both of us https://t.co/mmzJ5k17x8

— NaomiOsaka大坂なおみ (@naomiosaka) November 28, 2020

Unrivaled-Naomi Tenkaichi is set to debut in the February issue of Nakayoshi, which actually goes on sale on December 28. Kodansha has also asked readers to “Look forward to this worldwide super-big project,” which sounds like it’s hoping for an overseas release for the series as well.

Source: Nakayoshi, Twitter/@nakayosi_manga via Anime News Network/Choo Sum Lee
Top image: Nakayoshi
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Retro noodle soup vending machine is immortalized in an udon soup-flavored pound cake

One noodle-dispensing vending machine in the north of Japan is so beloved that you can now buy it in dessert form with a special box.

Japan is no stranger to vending machines that dispense hot food. In fact, that they’ve been around for such a long time that several earlier models, particularly those manufactured by the Fuji Electric company, are now considered to be retro reminders of an earlier time wherever they’re spotted.

Our Japanese-language reporter Saya Togashi had heard of one especially popular retro vending machine in the northern prefecture of Akita and decided to pay it a visit for herself. She headed to the roadside rest stop known as Michi no Eki Akita-Minato, which was just outside of Akita City. There in the Port Tower Selion building of the complex was stationed a hot udon and soba vending machine…along with the unexpected discovery of udon soup-flavored pound cakes being sold with packaging lovingly crafted to be an exact replica of said machine!

▼ This is the packaging of the pound cake–not a photo of the actual vending machine itself!

The pound cake is being sold for a limited time for 1,080 yen (US$10.40). No matter how you look at it the box is a beautiful representation of a vending machine–and not just any machine, but the exact one stationed a few meters away.

Taking a closer look at the packaging, Saya noted the minute details on the box. A hot bowl of udon or soba cost 250 yen according to a blue sticker on the front.

A replica of an Akita City license of operation was pasted on the side along with a handwritten notice.

She noted that for some reason, the “machine’s” starting time of operation had been taped over, leaving just an ending time of 5 p.m.

On the back was a picture of what she assumed was supposed to represent vents being repaired.

A further touch came in the form of another handwritten sign asking for patience as the machine needs to be restocked with supplies periodically.

Upon opening the box, the cake itself looked unassuming despite its unorthodox udon soup-flavor. Its label listed soy sauce and dried bonito flakes among the ingredients, which often form the basis of Japanese dashi (soup stocks).

After trying a bite, it indeed reminded her of the kinds of inexpensive noodle bowls you can buy at various sightseeing places. While sweet, the addition of the soy sauce added a slightly salty kick to the mix. While Saya acknowledges that it must be hard for readers to believe, it didn’t taste nearly as strange as you’re probably imagining right now.

After her tasting session Saya decided to take a closer look at the actual retro machine that the box was based on. The machine apparently used to stand in front of a small local shop, but when that place went out of business in 2016 the machine was relocated to the Michi no Eki Akita-Minato location as a result of its popularity.

▼ This is a photo of the real vending machine–not the pound cake packaging!

She noted the familiar orange buttons for tempura soba (left) and tempura udon (right). Sure enough, they were 250 yen each in real life as well! She decided to buy herself a bowl of soba and inserted some coins into the slot, at which point the screen began displaying a countdown of the number of seconds until her food was piping hot and ready to go.

According to the handwritten notice on the side (in Akita’s local dialect nonetheless), the machine can only hold enough water to heat 12 bowls of noodles at one time so it has to be frequently restocked. Saya was floored by the fact that this actual sign and the license of operation had both been recreated in minute detail on the pound cake box.

Similarly, the other little handwritten sign was also there on the real machine as well.

▼ Real sign (left) and pound cake packaging sign (right)

Even the tape blocking out the starting time of operation as well as stains on the machine were faithfully recreated.

When her noodles were ready Saya drifted over to some nearby tables and chairs to eat. The Port Tower Selion building was opened in 1994 and is itself a fairly retro-looking place to relax.

A round piece of tempura floated on top of her soba. It was very basic but delicious and Saya wished that she could have been given a bit more hot water to go with the noodles. She watched as staff periodically floated back and forth to restock the machine with supplies. It was definitely well-maintained as a labor of love.

Saya concludes by again drawing attention to the fact that the packaging for the udon-soup flavored pound cake is an exact replication of the specific vending machine at Michi no Eki Akita-Minato, not any other vending machine in the world. The fact that it exists is proof of just how beloved the machine is.

While you’re traveling up north in Akita Prefecture, be sure to check out the Namahage Museum (for all of your child-eating ogre needs) or stay at this gorgeous former samurai residence in a famous old castle town.

Source: Michi no Eki Akita-Minato
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Top 10 Japanese baby names of 2020 revealed

If you’re looking for inspiration for your little bundle of joy, maybe this will give you some ideas.

Choosing a name for your baby in Japan isn’t easy. Not only do you have to think of the name itself, but also the kanji to accompany it. What once may have seemed like a beautiful name for your precious newborn may take on a very different meaning once you attach some kanji to it. That’s why it’s very important to choose names and kanji carefully, and not end up with something that could ruin a child’s life.

In a survey by Meiji Yasuda Life Insurance, the top ten names for both boys and girls for 2020 were revealed. The survey is conducted by the life insurance company annually, with data dating all the way back to 1912 and the results usually reflect events that have happened during the year. For example, the name Anna breaking the top ten baby names back in 2015 suggested that Japan was still gripped with Frozen fever.

With 2020 being… well, 2020, what kind of names will show up in the top ten this year? First, let’s take a look at the popular girls’ names.

Top Ten Girl Names in 2020

10. Yui 結衣
8. Tsumugi 紬
8. Mio 澪
7. Yuzuki 結月
6. Riko/Satoko 莉子
5. Yua 結愛
4. Yuna/Yuina 結奈

3. Uta 詩

Uta means “poetry”. It was the 20th most popular name last year, jumping up a whopping eighteen places.

2. Rin 凛

Rin, the most popular girls’ name last year, slips down a place to second. The name means “cool” or “dignified”.

1. Himari/Hinata/Hina 陽葵

Using kanji that mean “sun” and “hollyhock”, the top spot for girls this year goes to a name that can be read as Himari, Hinata or Hina. It is the first time this name has taken the top spot.

So what does this say about Japanese culture in the year 2020? Eagle-eyed readers may have spotted a trend with the names lower down the top ten list: a lot of the names featured the kanji 結 connection. Perhaps even in this pandemic, when it feels like we are all apart, it’s important to remember that we’re all in this together.

How about the boys? What will the popular boy names say about Japan in 2020?

Top Ten Boy Names in 2020

10. Hiroto/Masato/Haruto 大翔
9. Yamato 大和
8. Shin/Arata/Hajime 新
7. Minato 湊
6. Asahi 朝陽
5. Ritsu/Richi/Ato 律
4. Hinata 陽翔

3. Ren 蓮

2019’s most popular boys name, Ren (meaning “lotus”) drops down to third place.

2. Itsuki/Tatsuki 樹

Using the kanji meaning “tree”, Itsuki/Tatsuki jumps up from last year’s 7th place.

1. Aoi/Sou 蒼

Using a kanji meaning “blue”, this year’s top spot goes to Aoi/Sou, jumping up from 4th place last year.

While there doesn’t seem anything to take from the popular boys names, as most of them were in the top ten last year as well, the conductors of the survey commented on the fact that both the top girl and boy name (Hinata and Aoi) are unisex names, suggesting that perhaps Japan is starting to steer away from the more traditional gendered names they’ve preferred in the past.

Japanese commenters had plenty to say about how difficult the kanji were to figure out the reading of, even for native speakers.

“Ahhh… more kirakira names this year too…”
“I guess the name ‘Sho’ just isn’t popular anymore, huh.”
“No names like Tanjiro or Nezuko? Or are they just names for the older generation?”
“Are they trying to make the names hard to read on purpose to annoy people?”

If you’re looking for a name for your newborn, maybe this list will inspire you. Or if babies aren’t on your to-do list, check out the ranking for your furry friends names instead!

Source: Meiji Yasuda Name Rankings, via NHK, Otakomu
Top image: Pakutaso
Insert images: Pakutaso (1, 2)
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The depressing diet of a Tokyo prostitute during Japan’s Edo period

Yoshiwara was once where men with money to burn came to entertain themselves, while this woman was eating rotten pickles, or sometimes nothing at all.

In Japanese entertainment media, the Edo period is an often romanticized part in the country’s history, and it’s not hard to see why. Lasting from 1615 to 1868, the Edo period is sandwiched between centuries of bloody civil war and the rapid industrialization and expansionist policies which put Japan on the path to the international conflicts that ultimately resulted in its defeat in World War II.

So in the popular imagination, the Edo period is frequently thought of as a peaceful interlude in which Japan was both free of internal conflict and isolated from the complications of the larger world. Sometimes, even the Edo era’s pleasure quarters are viewed through rose-colored lenses, with novels, manga, and movies centered on beautiful courtesans whose charms and insightful wisdom turn the story of her life into a colorful and lavish tapestry of the sunset of Japan’s shogunate days.

But reality wasn’t always so luxurious for the women who serviced men’s desires in Edo’s brothels, as shown in this excerpt from historical researcher Yuriko Yokoyama’s Umemoto Records, which records the meals eaten by a prostitute working in the Yoshiwara pleasure quarter of Edo (present-day Tokyo) in 1850.

▼ The list was displayed as part of an exhibition on gender inequality in Japanese history, attended by Japanese Twitter user @kusikurage.

「性差の日本史」展で見た衝撃の資料の一つがこの、とある江戸末期ごろの遊女の食事の記録。こんなん普通に飢えて死ぬやろというレベル。でも生きて、しかも夜遅くまで客を取らされていたというのだから。平均寿命(年齢じゃなく寿命)が19〜20歳だったというのも頷ける。 pic.twitter.com/GYeYuE9VxH

— 櫛 海月 (@kusikurage) November 29, 2020

The list was compiled by the woman herself, who recorded her morning and evening meals in her diary between March 7 and April 6.

3-7 Morning: Rotten pickles and ochazuke [rice with green tea poured over it]
Evening: Rice gruel) with salmon head
3-8 Morning: Warm rice with rotten pickles
Evening: Did not eat
3-9 Morning: Rice gruel with greens
Evening: Pickles and ochazuke
3-10 Morning: No entry
Evening: No entry
3-11 Morning: Pickles and ochazuke
Evening: Stewed clams
3-12 Morning: Pickles and ochazuke
Evening: Bad pickles and ochazuke
3-13 Morning: Rice gruel
Evening: Roasted mitsuba celery roots
3-14 Morning: Rice gruel
Evening: No entry
3-15 Morning: Did not eat
Evening: Did not eat
3-16 Morning: Did not eat
Evening: Did not eat
3-17 Morning: Rice gruel with dried daikon leaves
Evening: Did not eat, secretly partook of roasted beans and sake
3-18 Morning: Pickles and ochazuke
Evening: Pickles and ochazuke
3-19 Morning: Did not eat (shiodachi fasting [a practice of not eating in order to receive a desired blessing])
Evening: Pickles and ochazuke
3-20 Morning: Rotten pickles and ochazuke
Evening: Clam soup and rice
3-21 Morning: Was asleep
Evening: Clam soup and warm rice
3-22 Morning: Was asleep
Evening: Pickles and ochazuke
3-23 Morning: Rice porridge and pickles
Evening: Rice porridge and pickles
3-24 Morning: Potato soup and warm rice
Evening: Rice gruel with potato, was not given pickles
3-25 Morning: No entry
Evening: Pickles and ochazuke
3-26 Morning: Rice gruel with potato
Evening: Pickles and ochazuke
3-27 Morning: Warm rice and pickles
Evening: Ochazuke
3-28 Morning: Pickles and ochazuke
Evening: Was allowed to eat two sardines. Drank sake
3-29 Morning: Was asleep
Evening: Rice porridge
3-30 Morning: Warm rice and pickles
Evening: Ochazuke
4-1 Morning: Daikon radish strip soup and warm rice
Evening: Rice gruel
4-2 Morning: Pickles and ochazuke
Evening: Pickles and ochazuke
4-3 Morning: Pickles and ochazuke
Evening: Pickles and ochazuke
4-4 Morning: Pickles and ochazuke
Evening: Pickles and ochazuke
4-5 Morning: Cracked barley soup
Evening: Pickles and ochazuke
4-6 Morning: Cracked barley soup, clams
Evening: No entry

▼ A Yoshiwara brothel, with prostitutes on display in a caged window

It’s worth bearing in mind that even in 1850, across the board Japanese people’s diets consisted, proportionately, of far more rice and pickles than they do today. Beef, pork, and chicken were also not commonly eaten during the Edo period and many of the historical periods preceding it. So by modern standards, even an Edo person of moderate means would likely appear to be eating decidedly meager meals. The specific mentions of “warm” rice, as though it’s a special treat, may not have been entirely unique to the prostitute’s position either, as living in an age without electric rice cookers or microwaves meant making a fresh batch of rice wasn’t as quick and easy as it was today, and heating up leftovers on their own wasn’t always possible (thus all the times porridge, gruel, and ochazuke are listed instead of plain rice).

That said, the woman’s diary lists several times when she didn’t eat at all, most shockingly when over three days, March 15 to 17, she had just one meal, and it’s not hard to reason that some of those “slept through morning meal” entries are due to exhaustion from the previous night’s work. There’s also more than one mention of rotten pickles, and even when there’s something to eat that’s neither rice nor rotten, it’s sometimes the least desirable portion, such as daikon leaves (as opposed to the root vegetable itself) or salmon head (as opposed to a meatier, more nourishing cut).

@kusikurage claims that the average life expectancy of Edo-period prostitute was a mere 20 years. Again, life expectancies in general were much shorter in Japan in the 1850s than they are today, when they’re some of the highest in the world, but 20 is still incredibly young. That doesn’t necessarily mean that the women of Edo’s brothels were all starving to death, but sporadic, low-nutrition meals couldn’t have been good for the diary writer’s overall constitution, especially in a profession that carries so many other health risks as well, and it’s a reminder that as intriguing as the past may be, the present is overall a much nicer time to be living in.

Source: Yuriko Yokoyama via Twitter/@kusikurage via Hachima Kiko
Top image: Wikipedia/Ismoon (edited by SoraNews24)
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The Mister Donut Ice Bar: “When donuts become ice cream”

This unassuming bar is a big moment in ice-creamology.

As the biggest donut chain in Japan, we often report on Mister Donut adapting their wide range of donuts that are based on other franchises like Calpis or Pokémon.

However, until now rarely had we seen the opposite: an outside food producer base something on Mister Donut.

In honor of the donut shop’s upcoming 50th anniversary, major Japanese food producer Morinaga has concocted the Mister Donut Ice Bar and released it on 16 November for about 150 yen (US$1.44).

This ice cream bar is based on the long-selling Angel Cream donut which is a donut dusted with powdered sugar and filled with an extra fluffy and sweet whipped cream.

It seemed rather simple at a glance but after buying and trying one out, I was blown away by the attention to detail that this bar actually had.

First, let’s break down the structure of the Mister Donut Ice Bar. The ice cream itself looks like plain vanilla, but is actually a sweet whipped cream flavor. This is coated with a chocolate that is mixed with langue-de-chat (“cat’s tongue cookies”) and “donut flavored chips,” which I can only assume are chocolate chips with a donut flavor.

Despite the fancy description I was still expecting more or less a standard ice cream and chocolate snack. But the first bite was a total surprise, the ice cream’s taste was not at all what I was expecting and much more like the fluffy filling of a donut.

But what was most amazing was the coating. The addition of langue-de-chat seemed odd at first but made total sense after eating it. The sweet and powdery texture of the cookies felt almost exactly like the powdered sugar on top of the Angel Cream donut was in my mouth!

It was a subtle but brilliant touch that really elevated this ice cream bar to a real work of art. In both taste and texture they carried the experience of eating a donut into the medium of ice cream amazingly well.

Truth be told, even if this was just a standard ice cream bar with a remotely donut-y taste, I’d still be satisfied. However, Morinaga went above and beyond with this creation and really put a lot of effort into paying homage to Mister Donut with it. I’m not sure why they did it, but I’m glad they did.

They’re on sale now at convenience stores all over Japan and definitely worth checking out.

Meanwhile, we can only hope Mister Donut will reciprocate with a donut based on one of Morinaga’s many products – just as long as it isn’t their tomato yogurt.

Photos: ©SoraNews24
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Three new Evangelion Tamagotchi arrive so you can raise your own Angel after the franchise ends

It’s the Evatchi Second Impact!

With Evangelion: 3.0+1.0 Thrice Upon a Time, the fourth and final Rebuild of Evangelion theatrical anime, scheduled to hit Japanese theaters on January 23, we’re finally coming to the end of Evangelion (not to be confused with the movie that was actually titled The End of Evangelion, which came out in 1997 and is, ironically, now just a mid-point for the franchise).

But if you’re feeling blue about Eva winding down, cheer up, because there’s still a new beginning of sorts in the form of three new Evangelion Tamagotchi.

This second wave of traumatic anime virtual pets follows up on the initial offering of Shinji, Rei, and Asuka models with new Evatchi (as they’re officially called) for some of the series’ biggest late-to-the-part scene stealers, starting with Kaworu, the kindest, gentlest potential destroyer of humanity you’ll ever meet.

Joining Kaworu is Mari…

…and also Rei.

You might be surprised to see Rei again, seeing as she already has an Evatchi in her original white-and-Ayanami blue image colors. Technically, however, this new version is the “Rei (assumed name) Evatchi,” and is decked out in the meaningful colors of the plugsuit she wears in Evangelion: 3.0 You Can (Not) Redo.

▼ Man, how does just one girl find the time to do so much?

As with the original Evangelion Tamagotchi, what you’ll be raising are little Angels, which start out as a fetus, transition into a cocoon, and then emerge as one of more than 20 adorable horrors from beyond the stars who rely on you to change their LCL liquid and feed them S2 engines.

The Evatchi are priced at 2,530 yen (US$24), with preorders open now and shipping scheduled for January (Kaworu orders here, Mari here, and Rei (assumed name) here). We just hope you’re a better parent than Gendo…or Mr. Sato, for that matter.

Source: Premium Bandai
Top image: Premium Bandai
Insert images: Tamagotchi official website, Premium Bandai (1, 2, 3)
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We miss out on cheap all-you-can-eat takoyaki, but stuff ourselves with octopus balls anyway

You, too, can have an all-you-can-eat experience with a timer and the determination to enjoy yourself.

Here’s the deal: Tsukiji Gindako, a chain of takoyaki restaurants, ran a limited-time event until November 27 of this year, at a tiny number of participating restaurants. The event? All-you-can-eat takoyaki for 45 minutes for a fee of 980 yen (US$9.39) plus tax. Considering a standard plate of eight succulent, deep-fried octopus balls costs 538 yen at Gindako, this is a dream for any economizing epicure.

Our reporter Yuichiro Wasai only noticed this incredible opportunity a couple of days before the deadline. The campaign wasn’t well advertised, and the participating stores were few and far-between; primarily at Gindako restaurants set up in Aeon Mall food courts. Thankfully, he had one such Aeon mall located an hour’s train ride away. A small price to pay for cheap, bountiful takoyaki!

He ventured into the mall and made his way to the food court. We imagine he was practically drooling by this point, envisioning the riches of soft, chewy, flavorful octopus orbs that lay ahead.

▼ An advertisement for the campaign.

Then, as Yuichiro grew closer to the Tsukiji Gindako, trepidation began to set in. Then doubt. He noticed that the signs extolling the virtues of this bountiful buffet were each labeled with an ominous sticker. Then it dawned on him.

You needed a reservation to take part in this all-you-can-eat event. Plus, you needed to make that reservation in person, and what’s more, those stickers held an extra bone-chilling bit of bad news:

▼ “Thanks! [The all-you-can-eat buffet is] booked full!”

Noooooooooooo!

Yuichiro stared at the sign listlessly. His stomach growled. He had promised it a feast of takoyaki, and now it was hellbent on eating takoyaki. And he’d gotten himself all psyched up for the experience of eating as much octopus balls as his body could take. His body hungered, yes, but his soul yearned.

It was then that Yuichiro realized something.

What if he ordered takoyaki like a regular customer, and then set a timer for the all-you-can-eat period of 45 minutes? Then it would be just like he was a buffet diner, eating his fill on a time limit, but without that slight stressor of eating as much as possible to maximize value for money.

It was worth a try, surely?

Yuichiro set a 45-minute timer on his phone, then strolled up to the service window with obvious intent. He glanced at the all-you-can-eat menu and cleared his throat. “I’ll have a standard takoyaki,” he announced, with all the confidence of someone participating in the buffet event.

▼ The all-you-can-eat menu is, of course, available to regular diners too.

The set takoyaki for the buffet is as follows: regular takoyaki, takoyaki dusted with green onion, teritama (teriyaki and mayonnaise) takoyaki, cheese mentaiko takoyaki, chewy cheese mentai takoyaki, and teritama cheese consomme takoyaki. Instead of the typical eight takoyaki balls, the servings in this menu come in lots of six; you can also add an all-you-can-drink soft drink option for an extra 150 yen.

Yuichiro began to tuck into his order of eight regular takoyaki.

▼ Don’t they look magnificent?

▼ Yum.

He began to realize that he was actually in something of a privileged position compared to his fellow buffet eaters. When you pay for a 45-minute takoyaki buffet, you feel the obligation to eat takoyaki until the 45 minutes are up. Few people can enjoy eating one foodstuff for so long, even if that foodstuff is delicious chunky octopus meat deep-fried in batter.

▼ Yuichiro’s second selection was teritama cheese consomme. A rejuvenating, exciting flavor!

What’s more, this event took place in an Aeon Mall food court. There were plenty of tempting restaurants around him, and if he had paid for the all-you-can-eat experience, he would have to simply long for the forbidden fruit of the nearby Baskin Robbins while shoveling even more octopus balls into his mouth.

▼ His third and final order was takoyaki dusted with green onions. Crisp, refreshing, and light.

Yuichiro, though, was held by no such obligation. He finished the last bite of his delicious green onion takoyaki and looked at the timer.

Eleven minutes. Why, that’s a perfect amount of time to stroll over to the nearby Baskin Robbins…

…and order himself a small double cone.

There were ways in which Yuichiro’s buffet experience fell short, naturally. For one thing, his takoyaki-and-ice-cream-eating escapade cost him a grand total of 2,596 yen — much pricier than the Tsukiji Gindako offer of 980 yen plus tax. However, Yuichiro had truly eaten until he was satisfied; he hadn’t overeaten, and he’d even had the freedom to pick his own dessert. So 2,596 yen seemed an adequate price to pay.

▼ The price included this adorable octopus-labeled green tea he bought to wash the balls down.

What’s the moral here? Well, you could take many things from it — but most importantly, Yuichiro found himself in a dire situation and made the best of it, and found true full-bellied happiness along the way. Also, it turns out it’s really easy to brush off FOMO (the feeling of missing out) if you just pretend you’re taking part in your own imagination. Imagination is truly a remarkable thing.

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