In the fast-paced world of fast food promotions, McDonald’s Japan has made headlines once again with a surprising decision that has sparked debate among fans, parents, and business analysts alike. On August 20, 2025, the company announced the cancellation of its highly anticipated Happy Set (Japan’s version of the Happy Meal) collaboration with the One Piece Card Game, which was set to launch on August 29. Instead of distributing exclusive One Piece trading cards, McDonald’s will offer toys from previous campaigns. This move comes hot on the heels of chaotic collaborations with popular franchises like Chiikawa and Pokémon, raising questions about reselling culture, food waste, and corporate responsibility in Japan’s vibrant anime and collectibles scene.
For those unfamiliar, McDonald’s Happy Sets are a staple for families worldwide, bundling kid-friendly meals with fun toys or collectibles to create memorable dining experiences. In Japan, these promotions often tie into beloved anime and manga series, tapping into the country’s deep-rooted otaku culture. One Piece, the epic pirate adventure manga by Eiichiro Oda that has sold over 500 million copies globally, is no exception. The planned promotion promised six exclusive cards featuring fan-favorite characters, expected to draw crowds of children, collectors, and enthusiasts. But why pull the plug so close to launch? The answer lies in a pattern of promotional pitfalls that have plagued McDonald’s Japan in recent months.
Let’s rewind to May 2025, when McDonald’s rolled out a Happy Set collab with Chiikawa, a charming manga and anime series created by illustrator Nagano. Chiikawa follows the adorable, everyday adventures of small, cute animal-like characters dealing with life’s little struggles—think themes of friendship and perseverance wrapped in kawaii (cute) aesthetics. The promotion featured toys like character-themed pen holders, calendars, and memo sets, with meals starting at around ¥510 (about $3.50 USD). What started as a delightful tie-in quickly turned into mayhem. The first wave, intended to last a week from May 16, sold out in just three days, with many stores depleting stock even earlier. Scalpers—individuals buying in bulk for resale—swarmed locations, often ignoring the four-meal-per-customer limit. Viral social media videos showed customers hauling away dozens of Happy Sets, only to discard the uneaten food, leaving piles of burgers and fries in stores or outside. This led to significant food waste, overwhelming staff, and frustration for genuine families who couldn’t snag the toys for their kids.
McDonald’s responded by ending the first wave prematurely on May 18 and canceling the third wave entirely after the second wave sold out in under 24 hours on May 23. In a statement on their website, the company expressed regret: “Due to popular demand, the first and second editions of the Happy Set® ‘Chiikawa’ have been discontinued at many stores, so there will be no third edition. We would like to express our sincere gratitude to our many customers for their patronage, and we deeply apologize for not being able to meet the expectations of customers who were looking forward to purchasing the product.” Public backlash was swift, with social media users condemning the scalpers and questioning McDonald’s preparedness. Some reactions veered into unfortunate xenophobic territory, blaming “foreign” resellers, though evidence pointed to a mix of local and international opportunists.
The chaos escalated in August with the Pokémon Trading Card Game (TCG) promotion, running from August 8 to 11. This Happy Set included exclusive Pokémon cards, a massive draw given the franchise’s global popularity—Pokémon TCG has billions of cards printed worldwide. However, the event barely lasted 24 hours before stores ran dry. Resellers flooded restaurants, making bulk purchases to flip the cards on platforms like eBay and Mercari at inflated prices—some sets fetched up to six times the original cost. Disturbing scenes emerged: abandoned meals littered tables, counters, and even streets outside outlets, turning what should have been a “fun dining experience for children and their families” into a spectacle of waste and disorder. McDonald’s issued a formal apology on August 11, admitting their measures were “inadequate” and confirming “instances of large-volume purchases for the purpose of resale and the abandonment and disposal of ordered food.” They pledged stricter rules, including tighter purchase limits, potential bans on app and delivery orders for high-demand items, and collaboration with resale platforms to curb scalping.
Against this backdrop, the One Piece cancellation feels like a precautionary step. Announced just nine days before launch, it suggests preparations were well underway, making the decision a “bitter choice” as the original text describes. McDonald’s framed it as part of a broader “review of Happy Set-related measures,” aiming to avoid a third consecutive fiasco. But is this a wise decision or a foolish one? On one hand, it’s understandable—two prior failures have eroded tolerance for risk. Enhanced measures might mitigate issues, but any lingering chance of disruption could harm the brand further. Critics argue it shows a lack of commitment to improvement, with sentiments like “Does McDonald’s really have the intention to improve?” echoing online. Others point fingers at the resellers, but identifying and penalizing them is challenging in a country where resale isn’t illegal, shifting blame to the corporation.
Culturally, this highlights Japan’s intense passion for collectibles, fueled by anime giants like One Piece, Pokémon, and Chiikawa. For an international audience, it’s reminiscent of global fast-food frenzies, such as the BTS Meal chaos in 2021, where fans caused similar stampedes and resales. In Japan, however, the emphasis on kawaii and limited-edition items amplifies the hype, often leading to ethical dilemmas around waste in a society that values sustainability and politeness.
Fortunately, McDonald’s Japan is in a strong position to weather this storm. Recent years have seen robust performance, with menu innovations, store upgrades, and successful navigation of rising raw material costs—even price hikes haven’t deterred customers. Pausing to refine strategies could pay off long-term, ensuring promotions align with their family-friendly ethos.
In conclusion, while the One Piece cancellation disappoints fans, it may be a necessary brake to devise sustainable solutions. By addressing scalping head-on—perhaps through kid-only purchases or digital alternatives—McDonald’s can reclaim the “happy” in Happy Sets. For non-native readers exploring Japanese pop culture, this saga underscores the excitement and challenges of anime tie-ins. What do you think—was this a bold move or a step back? Share your thoughts below, and stay tuned for updates on future collabs.
