The Japanese are all about “kawaii“. Loosely translated, it means “cute”, but it’s more of a “y’know it when you see it” kind of thing. Hello Kitty is kawaii. Pikachu is kawaii. Sailor Moon is kawaii. And this:

…is kawaii as all hell. At only 100 yen (about $1.20), it’s also a bargain.

As far as I can see it, there might be three reasons to drink a 135mL beer:

  1. You are a busy executive, and you don’t have time to go to a bar between meetings, but you need a quick beer hit.
  2. You want to feel like a giant drinking a regular-sized beer.
  3. You are a small child.

For me, it was reason #2, plus, of course, the kawaii factor. There is something very empowering about being able to finish a beer in three gulps. How good does it feel? Observe:

Happy times.

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