Most urban dwellers want authentic, natural goods. Unfortunately, growing plants or baking breads requires a significant amount of effort. Therefore, they often buy or enjoy artificial ones instead.

Some artificial products are so carefully crafted that people misjudge them as the real one (See the real frozen beer (left) and its imitation (right) at the Kirin Ichiban popup store).

In general, artificial products look perfect. For example, artificial plants are super green, artificial breads are nicely baked, and artificial beer has an adequate amount of cream. When people are exposed to these artificial products too much, they might take for granted that they can enjoy the best moment of life without investing effort in achieving it.