Japanese, Queues, Food Fashion and Limited Editions

I have noticed something very odd about Japanese people. They love to queue. If there is a line, other Japanese people will seem to join, not really knowing what is at the front, but just assuming “Well these people are queuing so there must be something good at the front!” I would look at a long queue and rate it against my desire for what is at the end, but Japanese people seem to think the longer the queue, the better the thing at the end must be. I noticed this on a previous trip to Tokyo back in 2009. I saw a queue snaking it's way back and forth with people lining up for Krispy Kreme doughnuts. Apparently Krispy Kreme had just come to Japan and it was the in thing to be eating, even though the signs were indicating the wait at roughly an hour.

Which brings me to my second point; 'Food Fashion'. Japanese people seem to consider food to be fashionable and trendy in the same way as style, clothes, cars or other things of a more non-edible nature. I haven't worked out if it's 'cool' to be seen eating it, eating it with your friends, telling your friends you've eaten it or buying it to give to someone; or even all the above, but food can definitely be cool here.

Which brings me to 'Limited Editions', this can be food or something in general, but Japanese people love anything of a 'Limited Edition'. I know from living with Maki for so many years she is a sucker a 'Limited Edition'. If there is a TV advert for a new type of chocolate bar with a limited flavour, she has to have it, even though she's not a fan of chocolate. Japan has some clearly defined seasons and this bring with it seasonal items too. I once tried an Autumn Limited Edition Asahi Beer, which in my view tasted like normal beer; but this is the kind of thing Japanese people like, “It's autumn so I must drink autumnal beer.” Granted it makes sense for some food, unlike us westerners who want everything all-year-round, but when you stick a cherry blossom on something and call it a 'Limited Spring Edition' then Japanese people will line up to by it, literally.

The picture below shows people queuing out of a store just to buy a small, round, cake.