What if I let you steal?

A pop-up shop in Tokyo is letting people pay for the chance to steal.

Not a joke.

You pay 1000 yen (around $6) and get one minute to grab as much as you can.

The catch? You have to do it without making a sound.

Trigger the ultra-sensitive microphones? You lose everything.

People love it. Lines stretch for hours.

Not because they need free snacks. But because it’s a game.

And games make people obsessed.

Nike made running a game with its app.
Duolingo made learning a game with streaks.
Supreme made shopping a game—drops, lines, resale wars.

We did it too.

Life is Porno drops happen every Thursday at 12:34 p.m. Miss it? Gone forever most of the time.
Forbidden Taste wasn’t just a secret dinner—you had to convince us why you deserved an invite.

People don’t just want things. They want to win.

Make it easy, and they forget you.
Make it a game, and they chase you.

So ask yourself: What’s the game in what you do?

Because the moment it stops being fun? That’s when they stop playing.

Have an amazing week ahead,

Tino