JAPAN TRENDS



Japan is a country known for its great generosity when it comes to serving customers, both current and potential alike. The level of customer service can be seen in various forms of service, from marketing freebies you can collect on the street (such as packets of tissues and paper fans) to multiple layers of wrapping paper covering a gift you purchased at a department store, which make the final product look three times bigger than its original size.

Yet there is one thing we tend to take for granted: drinking water.
Whenever you dine at a restaurant, eatery or even a small food stall on the street, the first thing you expect to get is a glass of water or even tea. If you start to wonder, just a few minutes after taking your seat how hard it can possibly be for a waiter to bring you a glass of water and even ask
“Why hasn’t my water come yet?” then that’s when you know you have fully developed the local “customer is god” mentality.

In Japan, drinking water is almost always expected to be free of charge. Growing up, I don’t remember ever buying bottled water or drinking water out of a container. At school, we just drank water directly out of the tap.



Recently I was struck by the advent of a new summer “water jello” (or “water jelly”) sweet. Water jello and other jelly drinks have been around for a while, but this is one step further. On June 21st, Cozy Corner, one of the biggest sweets chains in Japan, launched the sale of its own water jello made from pure natural water from Hokkaido.
Four cups of water jello are sold as a set priced at 1,050 yen and come with four packs of fruit sauce: lemon, orange, grapefruit and shikwasa (Okinawan citrus).

Although Cozy Corner’s water jelly is only available for the summer (the sale will end at the end of August) it’s probably not the kind of summer sweets that you would expect to eat in a sweat. I can easily imagine people eating such jello in a perfectly air-conditioned room, yet if I had to choose between tap water (no matter how lukewarm it may be!) and water jello on a typical summer day under the sun, I would definitely run for the tap water and be forever grateful for its supply.