Word: sapporo
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Dates: during 2000-2009
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...find ridicule in the form of oyaji gals, young women who get their kicks by dressing in wrinkled men's suits and doing salaryman impressions: swilling beer, belching, picking their teeth. At home, when he kicks back in front of the TV, he's confronted with a Sapporo beer commercial featuring a superhero parody: a balding, potbellied man who dashes into perilous situations. Explains a Sapporo spokeswoman: "It's like cheering for the middle-aged man who has been depressed lately...
...From Sapporo to Surabaya TIME Asia Special, AUGUST...