Exciting New Doritos Flavour!

by Joey deVilla on July 11, 2006

Never mind “Cool Ranch” or “Black Pepper Jack” Doritos — all the cool kids eat “Swift Kick to the ‘Nads” Doritos!

But seriously, if any of you can read Japanese or know what’s going on with the packaging, please leave a note in the comments and explain what’s happening here.

[Photo courtesy of Miss Fipi Lele]

{ 19 comments… read them below or add one }

Anonymous July 11, 2006 at 8:55 am

He seems to be enjoying getting booted in the nards and that’s wrong.

Anonymous July 11, 2006 at 9:40 am


Anonymous July 11, 2006 at 9:42 am

Now full of nut-stomping goodness?

Anonymous July 11, 2006 at 9:54 am

The first character appears to read “Electric”

Anonymous July 11, 2006 at 1:58 pm

電気アンマ (pronounced “denki anma”, and yes the 電気 means electricity) is the term for attacking a dude by stepping your foot on his nads and then vibrating your foot. It appears to be a common Japanese porn fetish, if Google is any indication. The last two characters are 復活 (pronounced “fukkatsu”) which means “revival” or “resurrection”.

— manfire

Anonymous July 11, 2006 at 3:05 pm

Those who know a smattering of Kanji in my office say that the leftmost column means something like “adds life” and the rightmost column something like “electric shock”. According to another office denizen, the phonetic characters say “doritos”.

So it’s something like “shockingly reviving doritos” or “Doritos–like a kick in the nuts!” in my translation.


Anonymous July 11, 2006 at 4:04 pm

Nope, the three phonetic characters for “Dorito” would be ドリト. The three phonetic characters there are アンマ, pronounced “anma”. Trust me, 電気アンマ (denki anma) means stepping on a guy’s crotch and giving him a fake electric shock by vibrating your foot — a Google search supplies hits like this one and a few that are more pornographic.

— manfire

Anonymous July 13, 2006 at 5:00 am

I am not sure what they are all about but they seem to be some sort of pop culture group in Japan. I have a toy/figure that I got at Magic Pony that features one of the guys.


Anonymous July 13, 2006 at 9:17 am

I think everyone else has covered what’s actually going on (“Revived by an electric nut-grind!”), but I can tell you who it is: Tights-kun! IIRC the one with glasses is Jonathan and the other one is Pierre.

It’s kind of hard to summarize what they’re all about. It’s more of a mood than a story. Earnest + good-hearted + manly + surreal?

You can see the official announcement of the Doritos deal here. You can also see a blog about tights that allegedly got a nastygram from the trademark owners (because of their position in the Google results for “tights-kun” in Japanese) here.

Hope this helps!

— Matt from No-sword (via Languagehat)

Anonymous July 13, 2006 at 9:19 am

Gah! I forgot to uncheck “convert newlines”. Sorry.

Anonymous July 13, 2006 at 9:29 am

Wait, I got a better translation that’s even closer to the original: ELECTRIC NUT-GRIND REVIVAL! Now to start a band.

Anonymous July 13, 2006 at 12:41 pm

I have a coworker and she’s full blooded Japanese. She say the flavor on the bag is “black pepper salt”

Anonymous July 16, 2006 at 12:16 am

My wife is japanese and she says it means “Electric massager comback”

Anonymous July 16, 2006 at 4:23 am

This . . . this is what happens when you eat this bag of Doritos . . .


Anonymous July 20, 2006 at 3:28 pm

I just finished a bag with some coworkers. They do test like black pepper and salt. Pretty delicious and hilarious. One coworker returned from Japan last Monday and surprised me with a bag.

Anonymous July 28, 2006 at 10:08 am

My guess is that Frito Lay became Fritos Lay or Frito Slay. Frito Slay Dragon Man then eat Chip.

So much for my Japanese cultural interpretation. Hey, they make you strong, those chips!

Anonymous July 28, 2006 at 10:11 am

I think he’s on to something here.

Anonymous October 17, 2006 at 12:59 pm

The hotest new Doritos flavour in town will be launched next weekin Europe see http://www.getlost.bm. It’s a black bag with just this internet adres on it.

Anonymous November 4, 2006 at 2:12 pm

Yeah, I think it are 2 new flavours! I wanna try it!

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