Member-only story
Swedish Embassy’s Japan Vending Machine Promotes “Swedish Culture,” Such as Tacos
Want to try a taste of Sweden in Japan? Who wouldn’t?! Now you can, thanks to a limited edition vending machine in Ikebukuro.
Japan has a reputation as the world’s capital for vending machines. As I’ve discussed before, I think that’s a little overblown. However, there’s no denying the importance of vending machines to the rhythm of daily life here. Which is why, when the Swedish Embassy in Japan announced it was engaging in vending machine diplomacy, I had to go see it for myself.
Cultural promotion through jihanki
Japan has an estimated 4.1 million vending machines (自動販売機, jidouhanbaiki; colloquially, jihanki) across the country. The majority of these dispense drinks. However, a few dispense food, merchandise, and — yes, I will admit — occasionally just truly weird items. They’re as indispensable to Japanese life as the modern combini.
To celebrate this and promote knowledge of Sweden among the Japanese masses, the Swedish Embassy in Tokyo’s Roppongi has had a “Try Swedish!” vending machine set up since 2020. Now, for a limited time, it’s…
