It’s a new month, new era for Japan and a whole new retail craze the nation (and us, too!) just can’t get enough of. Since the beginning of this month, we’ve embraced the Reiwa Era wholeheartedly, hoping that it will be as peaceful, beautiful and harmonious as its name suggests — the first kanji character, “rei” (令), has meanings of “good” and “beautiful,” as well as “order,” while the second, “wa” 和, has definitions that include “harmony,” “peace” and “Japanese style.”
Following the announcement of the new era name in April, savvy retailers from across the country started challenging their creativity in coming up with Reiwa-inspired products and the results we’ve seen so far are certainly impressive. From Godzilla-sized burgers to boardgames and cupcakes, here are some of the more interesting products you can get your hands on to celebrate Japan’s new beginning.
Grand Hyatt’s Golden Giant Burger
Over at the Grand Hyatt Tokyo, the culinary team at The Oak Door steakhouse have been working overtime to craft a monstrosity of a burger to commemorate the new era. The “Golden Giant Burger” lives up to its name — it is giant (3kg to be exact) and is dusted in gold. Between its pizza tray-sized golden buns the burger contains a beef patty, lettuce, tomatoes, cheddar cheese, wagyu beef slices, foie gras, and freshly shaved black truffles. And what’s the financial damage for such a meal you’re wondering? Oh, just a cool ¥100,000.
If it’s a little too lavish for your taste, there’s a regular-sized version, too, known as Golden “R” Burger (R, of course, stands for Reiwa!).
Available from The Oak Door Steakhouse until the end of June, this more humble burger will still set you back a royally high fee of ¥20,000, but look, celebrate how you want, we’re not going to judge! Note that if you really want to taste the Golden Burger, you should make a reservation at least three days in advance.
Heisei-Reiwa special edition gold coins
One of the nation’s biggest department stores, Takashimaya, isn’t letting a marketing opportunity go to waste. With the announcement of the era, the company released its own announcement stating that it would be for a limited time only selling solid-gold medals featuring engravings of the Heisei and Reiwa kanji. If you want to get technical, the medals are actually “koban coin” replicas which was a type of currency used during the Edo Period (1603-1868).
Available from the Gold Shop on the 7th floor of Takashimaya’s Nihombashi branch, a set of Heisei and Reiwa comes with a price of ¥1,296,000, however, if you’re watching your budget, you could always pick up a single 100g gold bar engraved