The Grandeur of Gamu

In Japan, where borrowed Western ways become Nipponized in no time, the latest national cult is gum chewing. The great chewalong has quadrupled gum consumption in five years, making it Japan's third favorite sweet, after chocolates and caramels. No fewer than 43 manufacturers are turning out gamu, as it is called, and they have already popularized 150 flavors, including such tangy new taste sensations as green tea, gin fizz and pickled plum. In the interests of more mannerly mastication, the manufacturers have even prescribed a code of gummanship (cardinal rule: never chew when addressing your elders), plan to install 1,000 wad-disposal boxes in convenient public places, and have introduced an official gum chewers' anthem.

Though it seemed hardly necessary, a new organization called the Let's Chew More Gum Association opened offices this month in Tokyo. The opening, attended by politicians, baseball stars and showfolk, went as smoothly as a cathedral service--which, in a way, it was. Highlight of the premiere was a special prayer intoned by a Shinto priest standing before a kind of altar to gamu. Excerpts:

"O Great Spirit of the Chewing Gum, gum of diverse kinds, we offer this prayer to thee. There is grandeur in chewing gum. It is our marvelous pet, an important accessory of mankind in this modern age. Chewing gum sweetens the breath, imparts a pleasant feeling, strengthens the stomach and calms anger ... It invites happiness. It attracts smiles. An enjoyable and intellectual life is made possible because of gum chewing ... O Great Spirit of the Chewing Gum, rest in peace."

This file is automatically generated by a robot program, so reader's discretion is required.