Japan sushi giant pulls campaign with manga character Chiikawa after employee steals prizes

Kura Sushi has cancelled its collaboration with the popular manga character Chiikawa after an employee was found to have stolen promotional prizes from one of the chain's stores.

The conveyor-belt sushi operator uncovered the misconduct through an internal investigation. A large number of campaign items had appeared for resale on an online marketplace. The goods included capsule toys, cups and pouches featuring the hamster-like character.

Kura ended the month-long promotion early and offered a temporary 10 per cent discount at all its stores as an apology. It is collecting the remaining items and consulting police while continuing its investigation. The company's shares fell as much as 3.7 per cent in Tokyo trading on Sept. 7.

The campaign's cancellation reflects the intense demand that limited-edition goods can generate in Japan. Brands have faced scrutiny when resellers target promotions designed in part for children. McDonald's Japan halted a Pokemon promotion in August 2025 after scalpers crowded stores seeking trading cards offered with Happy Meals. The company had also seen a surge in interest after an earlier collaboration involving Chiikawa.

Chiikawa, whose name roughly means "something small and cute," has grown from a web manga protagonist into one of Japan's most popular characters. Its appeal extends beyond children, helped by the hit film Chiikawa The Movie: The Secret Of The Mermaid Island. Toho said the film had earned more than 12.2 billion yen by Aug. 30.