Fancy some Reiwa macarons or okonomiyaki pancakes, or gulping down Reiwa lager? Businesses are cashing in on commemorative items as Japan is in festive cheer to mark the imperial handover and change in era.
An occasion usually associated with grief, due to the death of a ruler, has this time around become a celebration of the legacy of former emperor Akihito, and hope under the reign of his successor, Emperor Naruhito.
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