Spotted on friendly neighborhood kebab stand in Nakameguro this wonderful English copy: “All of our food is fresh as heaven.”
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Related but unrelated: a sushi shop owner of my long acquaintance once asked why American sushi was often advertised as fresh. I told him "Because a lot isn't." There was much muttering and shaking of head at that. I remember his comment as:
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An artisan (職人) should not have to tell you his work is good. An artisan should be an artisan; the work is the work, and the work is good, because he is an artisan. If the work is not good, he should not be practicing by himself, because it reflects poorly on every artisan.
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End of conversation
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Sometimes I feel like English translations in Tokyo are intentionally choppy to maintain an authentic feel. Maybe the smaller companies missteps are charmingly genuine, but the larger ones can definitely afford a translator.
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