Japanese sushi chain ends Chiikawa campaign after staff sold giveaways online

Kura Sushi’s popular Chiikawa promotion ended abruptly after the sushi chain confirmed that some store employees had stolen giveaway items and sold them online. The campaign had drawn such intense interest that virtually every table at participating restaurants had been booked for the rest of the month.

Launched on Aug. 21, the promotion offered limited-edition pouches, plates and other goods on a first-come, first-served basis. Customers could also exchange empty sushi plates for a chance to win key chains, magnets and other Chiikawa merchandise through a prize game machine. The campaign had been scheduled to run until the end of September.

Kura Sushi spokesperson Hiroyuki Kosaka said the company had confirmed the thefts after many fans suspected that staff members were behind the online resale of the goods. The company then canceled the promotion on Sunday. “We are truly sorry for causing the trouble and disappointing customers,” Kosaka said. He added that restaurants had since received a flood of calls from customers seeking to cancel reservations.

The fallout reached the stock market. Kura Sushi shares closed down 2.5% at 1,696 yen in Tokyo on Monday, while the broader TOPIX index rose 0.55%.

The episode follows earlier controversies involving franchise promotions in Japan. McDonald’s Japan faced criticism last year after customers bought large quantities of Happy Meals linked to Chiikawa and Pokemon to resell the toys, with the food reportedly discarded.

Chiikawa, whose name comes from a Japanese phrase meaning “something kind of small and cute,” has become one of Asia’s most sought-after licensing properties since its creation in 2020. Its partners include ANA, Uniqlo and Hong Kong jeweller Chow Tai Fook. The characters’ cute appearance contrasts with stories about day-labour work, exams, salaries and other everyday pressures, helping the franchise attract men, women and children.

Its first film, “Chiikawa: The Secret of the Mermaid Island,” earned 12.2 billion yen, or $78 million, in Japan in just over a month, according to Mantanweb. The franchise’s X account has 5.4 million followers, including Japanese Finance Minister Satsuki Katayama. When Kura Sushi ran a Chiikawa promotion in March 2024, same-store sales rose 23% from a year earlier. Kosaka said the latest customer response exceeded expectations.

“

We are truly sorry for causing the trouble and disappointing customers.