Lawson’s crazy corn bento arrives as part of new series of “sugi” foods.
In Japanese, the suffix -sugi translates literally as “too” or “too much,” but it can also be used in the sense of “very.” This can sometimes make the intended meaning hard to understand. For example, if someone says their coworker isn’t just yasahii (“kind”), but yasashisugi, that could either mean that they’re incredibly considerate, or it could mean that they’re overly, even problematically accommodating.
So generally you have to look at the overall context in which -sugi is being used, but even then, it’s not always easy to tell. For example, Japanese convenience store Lawson is getting set to release its new Ittentoppasugi line of bento boxed lunches. Ittentoppa basically means “single-minded,” which leaves us with the question of whether they’re extremely single-minded or too single-minded, and really, you could make an argument either way.
“JUST CORN” (コーンだけ), Lawson trumpets proudly in the promotional image for the new Ittentoppasugi Shikitsume Gohan Yaki Tomorokoshi, which, despite its lengthy name, really is just a whole lot of roasted corn (yaki tomorokoshi) served over a tray of rice (shikitsume Gohan). Those are the only ingredients, aside from the buttery soy sauce spread over the kernels.
But maybe you look at that box of corn and rice and can’t help thinking you’d like something with a little more protein? No problem, because Lawson’s focused/obsessive offerings continue with the Ittentoppasugi Shikitsume Gohan Teriyaki Sausage.
▼ As unartful as the presentation might be, teriyaki sauce and sausage actually are kind of a novel combination.
And finally, rounding out the Ittentoppasugi series is the Ittentoppasugi Shikitsume Gohan Bodakko, featuring a type of salted salmon popular in Akita Prefectue.
This one doesn’t match the quantity of its corn and sausage brethren, but it’s no less single-minded, perhaps to a depressingly spartan-looking degree. Speaking of which, Lawson describes all three of these as “bento,” which more commonly brings to mind boxed lunches with rice and a variety of side dishes (though bento does also sometimes get used for single-topping boxes/trays of rice too).
Now, if you’re someone who can’t get enough corn or sausage, or who appreciates salmon so much that you don’t want anything else getting in the way on your palate, then these Ittentoppasugi bento aren’t necessarily too ittentoppasugi, and for those who’re OK with this degree of single-mindedness, they are pretty reasonably priced. The corn and salmon bento are just 297 yen (US$1.85), and the sausage bento is 397 yen, far cheaper than just about any other convenience store bento these days.
On the other hand, some people are already voicing their opinion that Lawson has gone overboard with how laser-focused these concepts are, as shown in online comments such as:
“This is terrible. It’s like they just spread out a rice ball.”
“This is simple-sugi…and I’m intrigued.”
“You can just go ahead and write ‘Luxuries are forbidden’ on the packaging.”
“Thank you, Lawson, for taking pity on us poor people. I’ll be buying these.”
“That’s not single-minded, it’s shocking…I can’t get onboard with this.”
“Shouldn’t they leave this kind of stuff to the Lawson 100-yen [discount sister chain]?”
Lawson is actually also launching a line of luxurious zeitaku Zeitakusugi items at the same time, such as extra-meaty hiyashi chuka cold noodles with roast, stewed, and grilled pork (797 yen) and a whole box of Mont Blanc made with candied Japanese chestnuts (786 yen), though they don’t quite match the -sugi levels of the single-minded bento.
The Ittentoppasugi sausage and salmon both go on sale September 22, and the corn bento joins them one week later, on the 29th. Lawsone says they’ll all be on available “while supplies last,” though it doesn’t specify whether that’s referring to store stocks or the world supply of corn and sausage.
Source: Lawson (1, 2) via FNN Prime Online via Yahoo! Japan News, Twitter/@akiko_lawson
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