So, we're in Japan, and we've just stepped off the train in Kashiwa, a very nice town in Chiba which also happens to be the home of Panic's Japanese HQ, which itself happens to be essentially a cozy apartment, which reminds me of Panic USA 1.0, except Noby and Kenichi don't live in the apartment, and the apartment is in Japan.
Anyway.
Noby wasn't there yet, so we wandered around the station a little bit, enjoying the good weather and banking on Cabel's First Rule of Japan: if you wander around anywhere in Japan for a little bit, you will come across something interesting. (This is also Cabel's First Rule of Everything.) So we came across something interesting:
...which despite have a semi-unfortunate acronym, was a collection of elegant, architecturally-cool buildings, possibly part of a temporary exhibition to excite the citizens of Kashiwa, with a nice wooden deck with some inviting café tables.
We sat down to catch a break.
A few seconds later, I heard some halted English coming from my left.
"Hello! Please come here!"
This was unusual for Japan, because although most Japanese city centers seemed to be filled with hundreds of unregulated and overdriven speakers, I've rarely, if ever, been beckoned in English and in person. It caught me off guard. I wandered over.
The cashier fumbled for the right words. "Please... buy something!"
OK, this was confusing, because up until this point nobody in Japan has ever outright asked — let alone strongly suggested — I buy anything, ever. In some regions of China, for example, it's normal to be followed for blocks by plucky street vendors, with sooty caps and using the Chinese word for "guv'nor" (省长), trying to sell the hapless tourist genuine 24k goldique watches, small angry turtles, expired pudding, Steely Dan CD-R's, and the like. But simply doesn't happen in Japan — just like it also probably doesn't happen in China either because I've never been there and this entire paragraph is based only on bad movies and stereotypes.
While I was a little uncomfortable, I didn't want to be rude. I grabbed a café menu, quickly translated some Katakana (you'll get surprisingly far in Japan by learning this phonetic alphabet!), and found something I kind-of almost.. but not really.. wanted.
"I'll take an orange juice, please," I explained, in poor Japanese.
"Hai!", was the eager response.
A few moments later, I picked up my orange juice.
Except it wasn't an orange juice.
It was an apple drink called "Appletizer", some weird candy, and a little card.
Yeah. Now I was confused.
The guys behind the counter and I immediately launched into a humorous, protracted, Englishanese attempt to understand what the hell just happened. Through judicious fumbling, and after a great deal of precise hand-waving and mangled pronouns, it turned out to be something like this:
At this cafe, you get what the person before you ordered. The next person gets what you ordered.
Welcome to the Ogori cafe!
As I sat down to enjoy my surprise Appletizer, loving this insane idea and wondering what would happen if you tried it in America, a Japanese woman approached the cafe. Since she could actually speak Japanese, she could read the large sign at the front and, fortunately or unfortunately, got advanced warning of what she was in for. Before making a final decision on what to order, she quietly snuck up to me to try to ask me what I had ordered, knowing that it would be her unwavering refreshment destiny. The staff put a quick stop to her trickery, and I didn't answer.
Of course, regardless of what she ordered, she got the orange juice I ordered a few minutes earlier. But here's one of the moments that make this experiment cool: she actually chose orange juice, just like I did. So she got what she wanted. Ogori cafe synchronicity!
Before we left, there was one last thing hat had to be done.
Mike went up to the cafe, slapped down a couple thousand yen (~$25), and ordered a little bit of everything: some ice cream, some snacks, some candy, some drinks, a Japanese horn-of-mysterious-plenty intentionally set up as a shocking surprise for the next lucky customer. (After his order, Mike received single iced coffee.)
As we walked away from the cafe, with just the right amount of delay, we heard an extremely excited "arigato goazimasu!! thank you so much!!" yelled in our direction, from an ecstatic mom and her equally excited young son. They truly appreciated the surprise.
It was so worth it.
For the record, here are the rules of the Ogori cafe:
- Let's treat the next person. What to treat them with? It's your choice.
- Even if it's a group of friends or a family, please form a single-file line. Also, you can't buy twice in a row.
- Please enjoy what you get, even if you hate it. (If you really, really hate it, let's quietly give it to another while saying, "It's my treat…")
- Let's say "Thank You! (Gochihosama)" if you find the person with your Ogori cafe card.
- We can't issue a receipt.
Then, according to Noby, as quickly as it appeared, the Ogori cafe was gone.
Next time: The Best Fast Food Receipt In The World
100 Comments:
I know you and your product and saw your presentation in C4. It was very interesting.
How long are you going to stay in japan? We have a communities on Cocoa and iPhone development (just like C4 or NSConference) in Japan and I am a member of it. Our next regular meeting will be held in Saitama-ken near by Chiba-ken on October 26. Can you give us a chance to hear your knowledge in the meeting? About 20 to 30 people will be attend the meeting.
Or, If you leave before the date, do you have any chance to visit Tokyo? If you don't mind we will be able to have a small meeting with some food and Japanese delicious beer. My purpose is hearing on your experience as isv and designer.
You can contact to me through below mail account:
kimsum at mark gmail dot com
Thank you for reading and enjoy yourself in Japan!
A cool twist on it might be to let people order what they want, but also require that they order something for the next person. So you always get what you want plus a treat.
http://www.mitsuifudosan.co.jp/corporate/news/2008/0418/index.html
(The artist) Eat & Art Taro was born in 1979 in Kanagawa Prefecture. He leads food-themed workshops, produces menus for museum cafes, and is engaged in various activities relating to the intersection of food and art. Ogori Cafe is his creation.
Anyway, I love this story. It is always the unexpected things that happen when traveling that make it exciting. The more you get "lost" the more surprises you find.
(Actually, the answer to that is Grapetizer. But seriously, stick to Appletizer.)
Cheers!
Patrick McKenzie, thanks for link and the context on Eat & Art Taro!
For anyone who does care and doesn't know: "Ogori" is derived from the verb "ogoru," meaning to treat someone (to a drink, meal, whatever).
Apparently this was an event with a set time-frame, and not an established business.
Sale-marketing techniques can come in many forms of advertising n suggestions, depending on the budget and marketing-targets n situations; if certain tourists travel in better budgets, they usually don't experience walking in low-end locations n environments,
In most Asian countries, usually we will find random levels of ways to spend our money......again here is MONEY n its POWER to CHOOSE!!! so do you prefer to look up on people who ignore you because they look down on you?
I borrowed it and translated into Chinese for my blog readers, but don't worry. I did credit you. =)
http://www.foodeology.com/interesting/ogori-cafe-in-kashiwa-chiba-japan/
Nicole R-WCU
The biggest issue I have is with your having to pay for what you order and not what you receive. Since that is the case, I'd just order the cheapest thing on the menu every time and be rewarded with something more expensive than that (assuming of course, that other people aren't onto the same strategy). I would far prefer one having to pay for what the person ahead of you has ordered (i.e what you actually receive). The concept of 'gifting' is now taken out of it (good thing in fact) and all you have left is the surprise element, which is fun.
Please!
http://japansugoi.com/wordpress/maid-cafe-offers-big-bang-lovely-burger-for-hungry-otaku/
I have to ask - where did you (or your friend) get the tshirt with the spinner image on it? I need one. Send me an email from webjones.net, please.
I just wanted to point out that the 4th rule says if you see anyone with an Ogori card, you should say "gochisousama" & that person should also say it back to you. It adds a more community-feel; rather than thanking the actual person, you're all thanking each other, because you never know if that was your giver or not.
Such a cute idea. :)
very nice
The cafe sure has a novel experiment happening there. Thanks for capturing it so well. There was a different version of it at school where you buy a Christmas gift and what you buy, someone else gets it. Oddly the children who made/bought the cutest gift always got a shitty one. But nevertheless this is an interesting concept.
It's a great and unusual concept to get something you didn't order and I am wondering if that would work on someone who is very specific, on a diet etc. It's great for conversation though, meeting and treating each other.
You can search in Wikipedia and you will get the result of what the person before you searched for:)
http://www.sonokids.org/wikifun
matt
Matt's flickr site
-Samantha
the best rule: please enjoy what you get, even if you hate it...
Words to live by
http://sethgodin.typepad.com/seths_blog/2010/01/ogori-and-generosity.html
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I also love the enjoy what you got part also. I'll writing about this in my cartoon buddhism/meditation blog if that's ok!
www.joyofbean.com
I know of friend, that when he has great day he'll go to Starbucks, or to an ice cream parlour and pay for someone's food or drink at random.
I actually came to your site, because I was curious about Leopard and boot camp, but saw this!
arigoto gozaimashita!
The truth is we are all creative. And while some people are naturally more creative than others, we can all have very creative ideas.
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