Over the counter

Fast Food Aid provides free vitamins in exchange for a receipt from one of Tokyo’s many fast food outlets. The prescription is tailored according to the meal’s nutritional value, or lack thereof, with the missing nutrients from a pizza equalling around 24 tablets.

The concept store, which is designed to discourage people from eating unhealthy fast food, is part of a marketing stunt to promote organic fast food restaurant Dohtonbori.

‘We opened this shop in Harajuku, where there are a lot of young people who have bad eating habits,’ explains creative director Ikkyu. ‘Once they get inside, they are surprised by the amount of supplements they have to take and begin to understand how bad their eating habits are.’