Caught this on Japanese television a while back.
A not so famous Japanese TV personality traveled to Ulaanbaatar (capital of Mongolia) where he was interviewed on national television. He brought souvenirs from Japan to give out as gifts to the TV viewers (common practice in Japan). There they ran into the problem that Ulaanbaatar has no developed mail system, so mailing the souvenirs (I think they were pens) to the viewers was impossible. Instead, they had the first x number of callers come pick up the gifts from the TV station the next day.
Mail, something we take for granted, not as universal as we think.
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