The phrase “Ima desho!,” or “Now!,” first became popular online last year, but it has taken on a life of its own after Toshin High School literature teacher Osamu Hayashi spat it out at the end of a Toyota commercial in January (www.youtube.com/watch?v=0mKEeqzqJtc) The haughty delivery of this line, which commands someone to act proactively in order to do something, has helped turn this utterance into an Internet meme that is sure to be among the top contenders for the title of buzz word of the year.

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