RocketNews 24: (by Oona McGee)
In Japan, even beer cans have cute details.
Yebisu is one of Japan’s oldest beer brands, dating all the way back to 1887. Its well-known label features one of Japan’s Seven Lucky gods, Ebisu, the god of good luck, fishermen, and the ocean, who appears with a fishing rod in his right hand and a large red tai sea bream either tucked under his left arm or or dangling from his line.
And joining Ebisu for a limited time over the New Year period is a giant sea bream that changes from white to pink when chilled below 10 degrees Celsius (50 degrees Fahrenheit).
The reason for the color-changing fish is all to do with bringing good luck, as Ebisu is known to do. Sea Bream, or tai in Japanese, is an impoortant component of traditional osechi New Year’s meals and is often eaten on festive occasions. Tai symbolises good fortune, both for its lucky red colouring and because tai forms part of the word medetai, which means happy or auspicious in Japanese.
▼ Rather than a bright red tai, the cans feature a large, pink “Sakura Tai”, which the company says is a good omen designed to bring joy and happiness.
We’re not sure if it’s the lucky fish on the can or the liquid refreshment inside that brings the joy; perhaps it’s a combination of both! The company recommends drinking the beer at 4 to 6 degrees Celsius, which is what it will get down to after five to six hours in the fridge.
Called the “Yebisu Medetai Can” or “Yebisu Happy Can”, these will be available around the country from today, 22 December.