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Say hello to Gudetama, a depressed egg yolk who has been handpicked by Sanrio's to be Hello Kitty's newest sidekick. Here's the official description courtesy of LA Times:
Gudetama is pictured fried on rice, as tomago sushi and dripping from a cracked egg. He's whiny, always has a face of despair, and according to the Sanrio release on the little guy, is "unmotivated."
Oh Japan, you just never cease to amaze us with your weirdness.