Japan’s obsession with all things cute is certainly nothing new, with comical little characters created for practically every business or organization, Tokyo Times points out. But it can’t understand why dung is apparently also regarded as cute–which it obviously isn’t. The tagline “Shit for your love” has got to be ill-advised though.

After describing a turd-related toy, the blog draws attention to the fact that poo-based phone straps are insanely popular in Japan. Strapya says it sold 2,700,000 of them over the past five years. In what appears to be a rather crappy explanation, Strapya claims that in Japanese excrement is called unko which means a lucky kid and therefore the charms are a symbol of big luck.

My keitai is safe
It’s scatalogical
Lucky golden poo.