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The Japanese obsession with profiteroles (known as ‘shū kurīmu’, or ‘choux crème’, in the local brogue) is well documented, but Fujiya might have crossed the line with this summer-only innovation. On Tuesday, July 2, branches of the cake shop nationwide will be unveiling a cream puff that you can drink through a straw. Tokyo sweet freaks needn't wait that long, though: this culinary abomination has already gone on advance sale at area branches of Fujiya. The drinkable profiterole is available in two flavours – coffee jelly and milk custard or milk jelly and custard (¥250 each) – and we're told that this year's model (yes, they've actually done this before) is now bigger and contains 20 percent more cream.