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For Valentine’s Day in Japan, it’s customary for women to give gifts of chocolate to guys they like (and also guys they don’t like, for that matter). However, if the guy you like doesn’t have a sweet tooth, odds are he isn’t going to be all that excited over getting a box of chocolates.
So as an alternative, Japanese fashion brand Toot is offering a different sort of edible Valentine’s Day present pack: a loaf of bread, plus one of its premium pairs of men’s underwear.
Of course, Toot’s expertise lies in boxers and briefs, not buns and baguettes. The bread in the bundles comes from Hiroshima’s Cube The Bakery, and it’s prepared two different varieties for this unorthodox gift idea.
The white underwear is accompanied by a loaf of Cube’s standard “Plain” bread, made with Hokkaido flour. Meanwhile, the red pair comes with a loaf of “Rich” bread, which uses organic North American flour and is moister and sweeter than the Plain version.
▼ Both the underwear and the present pack bread are decorated with Toot’s pixelated “digital heart” motif.
But why pair underwear with bread? As with many things in Japan, because of a pun. In Japan, underwear are often referred to as pantsu, and the word for “bread” is pan. From the similar pronunciation was born the idea for the Pan Pan Valentine Gift, as the bundle is officially called.
▼ Cube’s Hiroshima location
The bundle is listed on Toot’s online shop here for 5,566 yen, although it’s currently sold out. Cube itself is also taking in-store reservations (with the product being available for pick-up on Feb 8, 9, 12, 13, or 14) for an almost-identical price of 5,562 yen, but quantities are limited, so you’ll want to act fast.
Bakery information
Cube the Bakery
Address: Hiroshima-ken, Hiroshima-shi, Nishi-ku, Uchikoshi-cho 11-8
広島県広島市西区打越町１１−８
Open 10 a.m.-7 p.m.
Closed Sundays
Source: PR Times
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© SoraNews24
26 Comments
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gogogo
They look like a bra for men's equipment (trying to stay PC here).
mukashiyokatta
Dumb.
Serrano
@Bugle Boy I upvoted her too. "gym-worthy" first time I've heard that one!
Bugle Boy of Company B
If I said that about a girl, it would be down-voted, but I'm voting yours up, because I think it's totally cool to say that. Or is it just sexist when men say it about women? I can never remember how far the double-standards apply.
Serrano
Chocolate is not good for you
It most certainly is! Good for the soul, anyway, lol.
Patricia Yarrow
And that gym-worthy man in the photo...yummy!
Patricia Yarrow
Chocolate is not good for you. I find the idea of bread with a heart and heart-print briefs rather endearing.
englisc aspyrgend
Perhaps it’s the gift to give from the girl who wants a home made bun in the oven?
Serrano
Bugle Boy - She should tell him, if he doesn't get the hint, lol, that this loaf of bread symbolizes he should not loaf around in his undies but get to work and start satisfying her!
Bugle Boy of Company B
She won't be able to tell him to stop loafing around in his undies.
Chico3
And why is the hole in the bread so small? Is that size for Japanese tastes?
goldorak
Interesting ad, not sure they're only targeting women here!
Definitely a bold/risque move to have (imo not-so) thinly veiled homoerotic undertones in your Valentine's ad. (I mean, the product itself i.e small/low rise boxers with 'digital' hearts, the bloke etc).
Serrano
loaf of bread
Hee hee! If you're going to give a loaf of bread, at least make it a good French loaf, not that square sliced stuff.
Chico3
I don't understand this culture. Bread and undies? A back scrub brush and a rubber duckie is more useful. That must have come from some demented otaku.
garypen
Huh? Bread is wayyyyyyyyyyyyy better than chocolate.
Gimme a big bag of curry pan, and some anpan for dessert.
Pukey2
Japanese bread is god damn awful.
Aly Rustom
What do you call a 900-pound man with a yeast infection?
A whopper with cheese.
Aly Rustom
I'm listening...
Maria
5500 yen for a pair of knickers and a loaf? Are they having a laugh?
Strangerland
Yeast infection jokes ensue...
Bugle Boy of Company B
The only sexy underwear men want for Valentine's is the kind that women wear - for their girlfriend. He will provide the baguette...
Aly Rustom
Here's MY alternative: edible undies made from loaves of bread
Luddite
Bread? Don't be stupid.
Britlover
I don’t know, loaves and shorts are usually a bad mix.