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There is nothing as inviting as a restaurant that builds its furniture from empty beer crates.
I’ve noticed that one of the first beers that I drink in any country is the one whose advertisement I see first. The ads for Asahi Strong Off on the subway platforms around Tokyo depicts your average businessman with an expression on his face of either drunken jubilation or gaping in a rictus of groin-tearing pain. It’s more than a little bit off.
Strong Off is a beer that promises all of the boredom of a lager combined with all of the alcohol from a stout. According to the can, it has 60% less carbohydrates which accounts for the “off” portion, the “strong” from the 7% booze kick. It’s a beer that says you remain conscious about your waistline while attempting to drink yourself unconscious.
Asahi says (via the bewildering engine of Google Translate): “Alcohol 7%, 60% carbohydrate is achieved ※ off a new genre. Malt-based company ※ “liqueur (Sparkling) ①” ratio” (アルコール分7%、糖質60%オフ※を実現した新ジャンルです。※発泡酒をベースとした当社「リキュール(発泡性)①」比)
I say: My kanji skills only extend to about 5 characters but I would not be in any way surprised if one of them on the can said “malt liquor”. This is not really even close to beer, closer to a thin alcoholic soap.
It also sells fat red chunks of whale meat. Not much of it though.
While the cubed cetacean is pretty hard to uncover (I only saw a single vendor), what does tend to get overlooked is that there is also a gigantic vegetable market next door. Compared to the speed and clatter of the neighbouring fish [...]
Whole frozen tuna on a forklift at Tsukiji fish market, Tokyo
I have no hope whatsoever for the future of tuna. The death warrant for Atlantic tuna was written at the last meeting of the International Commission for the Conservation of Atlantic Tunas, ensuring that current tuna stocks will have a 50% chance of recovering in [...]
Yes, I’m meant to be researching for a post I’m working on, but occasionally, YouTube spits out pure gold instead of the prosaic video which you seek. Above is James Brown advertising Cup Noodles. MSG-filled snackfood will never be funkier.
Ginza in Tokyo, closed for traffic every Sunday
I’ve been in Tokyo over the past week catching up with friends. More posts to come, with food.