A bizarre new ad campaign brings new meaning to the word "catfish" and is causing a buzz in Japan.
The Tange & Nakimushi Peanuts company has created a range of prints featuring cats resting on sushi rolls, calling them "Sushi cats," or Neko-Sushi in Japanese.
While some of the cats look somewhat cute posing on sticky rice, others appear terrified and some are just downright strange.
But that hasn't stopped them from gaining a cult-like following in Japan and elsewhere around the world.
The cats already have their own Facebook page, along with postcards and photos (only available in Japan) and a mobile game app you can download, according to The Daily Mail.
The company even put together a tongue-in-cheek video titled "The History Of Sushi Cats Explained," suggesting the cats have been around for centuries and can even be found in early cave paintings.
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