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Monday, June 18, 2007

Krispy Kreme Shinjuku Tokyo

クリスピー・クリーム

Krispy Kreme, Shinjuku, Tokyo, Japan.Time: a hot early summer Sunday mid-morning. Place: Southern Terrace: one of Shinjuku ward's hippest strips - just south of Shinjuku station. A string of patient Tokyoites - scores, if not hundreds, of them - languish under the blazing sun in a long stretched out queue that just doesn't seem to be moving.

What are they waiting for? A chance to grab a Louis Vuitton bag? To take in a leggy bimbo or a pearly toothed god of the screen? To vote? To pray? To buy a bonanza lottery ticket? No. If you look carefully at the photo you'll see the shop they're besieging is Krispie Kreme!

No matter how much you like them, the fact is that Krispy Kremes are for Americans more of afterthought when you're paying for your gas and feeling a little hungry than a 'treat' you devote a whole morning to - waiting and waiting and waiting, before being herded into a jam-packed store for a few minutes of high-calorie chocolaty dough.

The Shinjuku Krispy Kreme opened late last year and has been constantly besieged ever since. It's amazing what a touch of the perceived 'exotic' can do for a product!


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