A Tokyo dessert shop has become famous for selling a soft-serve ice-cream covered with generous amounts of matcha powder that makes people choke when they eat it.
Remember the cinnamon challenge from about a decade ago? You should, it was one of the most popular internet challenges ever and even has its own Wikipedia page because of that. Anyway, the challenge was to eat a spoonful of ground cinnamon in under 60 seconds, without drinking anything, with the video of the attempt being uploaded to the internet as evidence. I don’t know how popular the cinnamon challenge was in Japan, but it seems that they actually have their own milder version, which involves eating a soft-serve ice-cream covered with matcha powder, without coughing or gagging.
