Over the past week, tens of thousands of people have taken to roaming the streets, interacting with invisible beings that now inhabit our cities.
These fanatics speak in a special language, undertake hours of devotional activity, and together experience moments of great joy and great sorrow.
It is an obsession, many say, that has taken over their lives, and for which they will sacrifice their bodies. They understand the world in a way the uninitiated cannot.
What sounds like a sudden global religious conversion, is, of course, the launch of Pokémon Go, an augmented reality smartphone game that has restarted the popular culture phenomenon of Pokémon. In many ways, however, Pokémon and religion are not so far apart.