On Marketing Squash Malt and Some Poppy Pictures

Here's a sight you don't often see. A lady was handing out free samples of beer in the grocery store today. Only it wasn't beer. When I got close enough to read the cans, it said: "Squash Malt." She was offering it in paper cups and in half-size cans, but she literally couldn't give the stuff away. I had awhile to ponder her dilemma as I stood in line. I'm no expert in what English words sound attractive or tasty in Japanese, so I didn't worry about the unfortunate choice of a name. The problem, as I saw it, is that 90 percent of the shoppers were women buying food for their families. Of course, none of them were touching the little cups of strange brew. Those cups were sitting on the corner of the woman's table, behind her actually, looking warm and forgotten. She was concentrating on getting little cans into the plastic shopping baskets passing by. But the shoppers wouldn't even look at her. She could have had their attention with free spoonfuls of raw fish eggs or some spicy sea weed. And I've seen others have success handing out samples of wine or tea. But, in the final analysis, I figured that if these women had husbands at home who liked to drink, why would they want to bring home free beer, or some new kind of alcohol that they may have to buy later for 798 yen a six pack?

For my next entry I promise more content. I've decided to spend the next few months slowly working through a few foundational books on Japanese culture and history. I love these subjects because they tell me so much about 'here and now' daily life that I would otherwise miss (or misunderstand). I'll try to work in things I may pick up in a way that's interesting, and I'd appreciate reading suggestions if you have some.

I'm heading to Odawara this Sunday for the "Houjiou Godai Matsuri" at Odawara Castle. This will be our third year in a row. Thousands of local residents dress in costumes of the Tokugawa era for a big show and parade (on Monday). You can see pictures from the past two years here, and I'll be updating that gallery with better photos soon if all goes well.

I took the pictures above by the side of our house. Beautiful poppies are blooming everywhere, like colorful weeds popping up where we least expected them. Well, there are plenty of weeds, too, and I think we need to pull them or something -- it's been a long time since I've had to think about such things.

Posted by jw at April 29, 2004 02:05 AM