January 21, 2010
Snacking for Success
Originally published on metropolis.co.jp on January 2010 The fact that there’s a specific word in Japanese for students taking entrance exams (jukensei) says a lot about how much of a challenge these tests are. And as exam season approaches, some people will try anything to guarantee their success. Even the convenience store isn’t safe, as […]
By Metropolis
Originally published on metropolis.co.jp on January 2010
The fact that there’s a specific word in Japanese for students taking entrance exams (jukensei) says a lot about how much of a challenge these tests are. And as exam season approaches, some people will try anything to guarantee their success. Even the convenience store isn’t safe, as food makers release special pre-exam editions of their snacks. Be warned: these puns may make you wince.
Product: Mike Popcorn
Manufacturer: Frito Lay
The katakana version of “Mike” is diced up to make the phrase “umaku iku” (everything will work out!).
Product: Toppa
Manufacturer: Lotte
The snack better known as Toppo has its name subtly tweaked for its jukensei version. Toppa means breakthrough, as in “break through the wall of the entrance exam.”
Product: KitKat
Manufacturer: Nestle
Already known for its inspirational slogan “Kitto katsu, KitKat” (You’ll definitely win with KitKat), the chocolate biscuit goes for the jugular with this edition. Biscuits come in individual red and white packets (for luck), with a space on the front to write a personal message of encouragement.
Product: Koala no March
Manufacturer: Lotte
Contains special versions of the biscuits adorned with illustrations of a koala holding a wooden plaque marked ‘pass,’ a koala studying, a she-koala clutching a four-leaf clover, and so on. The package is also adorned with words of encouragement, and has a good luck charm at the bottom of the box.
Product: Takoyaki-tei
Manufacturer: Frito Lay
Juken (entrance exam) puns play on the double meanings of ingredients: the “katsuo” in katsuobushi becomes “winning man,” and “tensai” (beet sugar) becomes “genius.” The packet is also splashed with the word gokaku (pass) in bold letters.
Product: Marukajiri Chocolate Bar
Manufacturer: Morinaga
“This year’s lucky direction (ehou) is west-southwest!” A bit obscure, unless you’re familiar with the tradition of the ehou-maki, a maki-zushi roll that’s eaten while facing in a particular direction on Setsubun (Feb 3) in the belief that this will bring good luck.
