A video of people in Japan trying a matcha ice cream coated with thick matcha powder has gone viral on Twitter and has received more than 9.8 million views.
The video from a Japanese TV show was first shared on Twitter in March 2021 by user @JapaneseBaobao, but went viral recently after it was reshared by user @Johnny_suputama on Nov. 1.
In the video, people were filmed trying the matcha ice cream for the first time, but all of them ended up spitting or coughing out the excess matcha powder out.
“It really makes me choke,” a man in the video can be seen saying while gagging.
The ice cream is from a Japanese tea shop called Nagamine Seicha located in Tokyo.
The dessert is called the “Coughing Matcha Cone”, which makes people cough as they consume it, according to the manager of the shop.
It drew comparisons to the cinnamon challenge, a food challenge that went viral in 2012, encouraging people to eat a full spoon of cinnamon powder in under 60 seconds without drinking water.
However, doctors had warned that the cinnamon challenge is dangerous because it causes long-term damage to lungs.
Regardless, people absolutely loved it.
i think i've seen this film before pic.twitter.com/ONV9BdrqQd— c.diary (@cekikiwrites) November 1, 2022
Plot twist: It's Wasabi— El Wollito (@wollito) November 1, 2022
And praised some of the customers for their bravery.
THIS GUY ATE HALF THE ICE CREAM— Possamune | VT (@Possamune) November 2, 2022
EVERYONE ELSE HAD JUST A LITTLE BITE LOOOOOOOOOOL pic.twitter.com/MHT1phiRQH
I love the guy who goes in for the second bite— Takeshi Saito (@Rockyman26TW) November 1, 2022