It passed (this year it was on July 28 but for some reason I missed it) but every summer, there is one day when the Japanese eat eel -it's the Midsummer Day of the Ox or Doyo Ushi no Hi (土用丑の日) in the old calendar and the custom goes that if that day you eat food that starts with "u" (う) like eel (which is "unagi"/うなぎ) you won't get heatstroke. Here's a related ad in a super market with "う" combined with the picture of an eel.
(For a bigger version of this picture both in color and black and white, check my "Japan Arekore" set on Flickr).
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