Big in Japan: Drink Beer, Look Youthful

In case you were a patient of the late Dr. Frederic Brandt’s and are now scrambling to find out alternative methods for staying freakishly immobile in the maxillofacial region well into your late 70s, there is a new solution in the works.

Suntory, a Japanese brewery, has begun adding collagen to beer. According to Popular Science, many Japanese people believe that consuming collagen makes your skin look youthful. (The US craze for bone broth relies on the same logic.)

The beer, called Precious, contains a relatively low five percent ABC along with two grams of collagen per can and uses the slogan “Guys can tell if a girl’s taking collagen or not!” (Those words, which have a distinct 1950s ring in English, are spoken by none other than Ken Watanabe, who Popular Science calls a “comedian” even though he’s known in the US almost exclusively for Christopher Nolan epics and blockbusters such as the 2014 Godzilla remake. Still, that is some unfunny sexist garbage.)

Sadly, in spite of dovetailing neatly with the microbrewery explosion and the bone broth boom, Precious will be available only in Hokkaido, the northernmost of Japan’s main islands. No one’s going to need beer goggles there, if everyone can get drunk and be beautiful.

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