Herewith some thoughts on thematics, inspired by today’s quest for matcha-flavored Pocky, a fine and delicious product of the Ezaki Glico Company, Limited.
I observe, on their corporate web site, the slogan “Pocky is about sharing happiness and bringing people together.”
And I observe introspectively just how very much I want to believe that in an entirely unironic fashion.
That when you look at the multinational candy industry, and scrape away the layers of issues caused by terrible legal and regulatory environments, and dipshits who practice clichéd dark-side capitalism, and dipshits who accuse everything of being clichéd dark-side capitalism, and get right down to the core of things, the Founder, CEO, and Etc., really did start out as a small boy who grew up with a dream of being Willy Wonka and bringing truly awesome chocolate to the world, and held hard to that.
[And, y’know, apply liberally and literally across all other industries. I’m not just talking about chocolate, obviously.]
How is this about thematics, I hear you cry?
Because this is the universe where – because the people thereabouts take ideas seriously, and thus take ideals seriously – such quaint notions are literally true.
(And where bitter postmodern cynics will be beaten with delicious chocolate-coated biscuit sticks until they give in and acknowledge that actually, they do spread happiness after all.)