It is 3 p.m. in a quiet, residential neighborhood in Tokyo. A lady in a red dress stands by the side of a narrow street in front of a house, her hair held back and her face shielded from the sun by a woman holding a parasol.

A man wearing a baseball cap says, "Honban desu!"

The call is repeated by some of the 40 or so people gathered outside the house and a hush falls upon the crowd.