McDonald’s Japan Apologizes After Pokémon Card Promotion Sparks Chaos and Food Waste

McDonald’s Japan Apologizes After Pokémon Card Promotion Sparks Chaos and Food Waste

Tokyo, August 2025 – McDonald’s Japan has issued a public apology following the abrupt end of a Pokémon-themed Happy Meal campaign that spiraled into unexpected chaos. The chain had planned a three-day promotion offering exclusive Pokémon cards with each Happy Meal, but overwhelming demand and reselling behavior forced a premature shutdown.

What Went Wrong?

The promotion, running from August 9 to 11, included two collectible cards with each purchased Happy Meal: a special Pikachu design featuring the burger motif, plus one randomly selected card from a set of five. However, the frenzy began almost immediately. Many eager buyers cleared out stock within hours, far exceeding expectations.

Instagram and other platforms flooded with chaotic images—customers lining up before dawn, bags of Happy Meals abandoned or left untouched in restaurants, and discarded packaging littering nearby streets. Reports even surfaced of police intervention at some exasperated locations, as tensions flared among hopeful fans and those seeking to flip the cards for profit.

McDonald’s Official Response

In a heartfelt statement, McDonald’s Japan acknowledged the pain caused, particularly to families who were unable to secure the cards. The company expressed regret for the disorderly scenes, the food waste, and the customer frustration, emphasizing that the situation clashed with their mission to bring joy—especially to children.

To prevent a repeat, McDonald’s declared plans to tighten future promotion rules. Expectations now include stricter limits per customer, eligibility verification via app usage, and even refusal of service for repeat offenders. They also confirmed conversations with online resale platforms to curb secondary-market gouging.

Bigger Picture: Collectible Fever Meets Reseller Culture

This incident reflects a broader trend: Pokémon card fever has surged in recent years, fueled by nostalgia and low print runs. Even a fast-food tie-in can't escape the reach of scalping culture. When collectibles become higher-value than the products they come with, the balance between fun promotions and public responsibility breaks down.

McDonald’s Japan now faces a delicate task: return trust, preserve the family-friendly spirit of Happy Meals, and find ways to offer fan engagement without inadvertently encouraging excess and waste.