TOKYO — With just days until Japan ushers in a new era with the crowning of a new emperor, one enterprising company is cashing in by selling cans containing “the air of the outgoing era”—a breeze at $10. ADVERTISEMENT“Air is free of charge, but we hope people will enjoy breathing the fresh air of Heisei after the new era comes, or just keep it as a memento,” company president Minoru Inamoto told Agence France-Presse. They contain nothing but “the air of the current era” and a five-yen coin, often considered a lucky charm. Firms around Japan are scrambling to produce memorabilia from the outgoing era before the country enters the “Reiwa” era on May 1 when new emperor, Naruhito, ascends the Chrysanthemum Throne. Oval gold coins engraved with Heisei are selling like hot cakes at Tokyo department stores, while confectionery makers are bringing back blockbuster sweets popular during the Heisei era.

Source: Philippine Daily Inquirer April 25, 2019 21:33 UTC