Today’s Engrish (make that Flengrish): Couque D’asses

To a Japanese processed food company, what is more exotic than English lettering for their packaging? One company, Sanritsu, one-upped the industry by mixing French and English together.  Flench and Engrish.  Flengrish.  But there are dangers of utilizing Flengrish.  That’s what I thought when, at my local Japanese market, I happened upon a box of couque d’asses.

Ass Cookies.

Someone literate in both French and English would notice that the box contains cookies of asses.  Ass cookies.  And the experience is enhanced by the subtitle of “langue de chat cookies and chocolate,” or cat’s tongue cookies and chocolate.  I just kept thinking of all the places of a cat’s anatomy that can be reached by his tongue, and from which area a chocolate-colored cookie might appear during an intense self-cleaning session.  In case there is any confusion, the next picture shows where the importer had affixed the nutrition label on the—ahem—back side:

Ass cookies: reverse side

Regardless of the origin of this snack, each ass cookie is individually wrapped to preserve its freshness.  Very classy.  Very Japanese.  Each wrapper contains a flat square of shortbread filled with chocolate, and with each bite, I wondered if the company also offers langue de chien couque d’asses.  Bowwow!

About OmnivorousTraveler

Darrin DuFord is a travel writer, mapgazer, and jungle rodent connoisseur. His writing has won numerous awards and has appeared in The San Francisco Chronicle, BBC Travel, Gastronomica, Roads & Kingdoms, Narratively, and Perceptive Travel, among other publications. He is the author of Breakfast for Alligators: Quests, Showdowns and Revelations in the Americas (released in July 2016) and Is There a Hole in the Boat? Tales of Travel in Panama without a Car, silver medalist in the 2007 Lowell Thomas Travel Journalism Awards.
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8 Responses to Today’s Engrish (make that Flengrish): Couque D’asses

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  3. John Smith says:

    Couque D’asse (쿠크다스) is actually Korean, but I see your point.

    • I did not know that there was also a Korean version. I was only referring to the Japanese version under the Sanritsu brand which uses some kind of pseudo plural for the product name (Couque d’Asses).

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  5. Kisha Kataria says:

    Technically, French-English is called Franglais.

  6. vicx says:

    Lmaoo I’m eating these now and found this post through the great Google. “Couque d’Asses”… “langue de chat”….. so many possible euphemisms there that I don’t even know where to start lol, and that’s not even getting into the packaging art, and sticker placement… they had to have known, right?? This was done completely intentionally?? Does this product have any connection to the actual Asse region of Belgium at all? Lmao, because the rest of the product and marketing genuinely seems so oblivious that I want to believe it was all just a happy accident, but the logical part of my brain says this has to be a brilliant troll because no way those are all coincidences.

  7. Pingback: Couque D’asses Versus Couque D’asses | The Omnivorous Traveler's Notebook

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