The sign reads:
"For spicy curry, an additional 100 yen
5 times = hot
10 times = painful
15 times = numbness
20 times = ambulance
First time customers please start with the '5 times' as hot option"
The politicians, bureaucrats and business elites spew out vast quantities of nonsensical verbiage, confident that the citizens of this blessed land can be fooled by words. Our betters should be more careful. The citizens are not fools. They know very well that what is said cannot be accepted at face value; that words are pliable and even false; and that meaning must be teased from out of language.