We won't pretend we know exactly what's going on here. But fans of Hello Kitty's lazy egg pal, Gudetama certainly will.
The cult Japanese cartoon character is the star of a two-week pop-up at the New Oxford Street branch of Shoryu Ramen. And fans are getting eggs-cited.
A special set Gudetama menu includes char siu barbecue buns or pumpkin croquettes; ramen with an added 'Gudetema-themed authentic nitamego egg' (us neither); and mochi ice cream served up in a Gudetama cup with a coaster you can keep. (At £22 per set menu, we should think you DO get to keep the coaster...)
And you can spaff more of your savings on Gudetama merch, at the nearby Japan Centre Panton Street, and Japan Centre Piccadilly Circus.
OK, we'll be honest — in the time it took us to write this, we've developed a soft spot for Gudetama...