Sales of the cooling strips are not so hot, but why? In the world of Japanese marketing, there aren’t many product names on the level of Hiepita. Produced by Tokyo-based health and hygiene company Lion Corporation (also a cool name), Hiepita comes from hieru, which means “cool down,” and pita, the Japanese onomatopoeia for sticking … Continue reading Japan’s Hiepita forehead cooling strips, so popular they changed the language, are disappearing