Akky Akimoto, an A-list blogger in Japan and founder of the English-language Asiajin blog, explains in this video why he hides his face with a hat and refuses to release his identity.

Akky and other A-list bloggers in Japan fear retribution if their identities are fully known, though they do share their real identities with one another. Whenever they do group photos, all faces are hidden.

Among other forms of retribution, Akky fears receiving an unwanted deliveries of Sushi to his home.

“There are some prominent face disclosing Japanese bloggers, but many of them live in Silicon Valley or they are retired, so they don’t have to care about employers,” Akky said at the Le Web conference in Paris. Apologies for the Mariachi band that suddenly started playing in the background.