Hello everyone, and welcome to today's podcast. Today, we're going to dive into the topic of McDonald's Happy Meal Pokémon bonus items. These items have sparked various issues, including high-priced resales and food waste. We'll also look back at similar incidents in history and discuss what measures different countries are currently taking to address these kinds of situations.

Yes, it sounds like a very interesting topic. So, let's explore together what both companies and consumers can do to alleviate this phenomenon!

First, could you give us an overview of this McDonald's Pokémon bonus item campaign in Japan and the main issues that have emerged from it?

In August 2025, McDonald's Happy Meal introduced a series of Pokémon bonus items. There were a total of nine toy designs, released in two waves. The first wave was from August 8th to August 14th, and the second wave from August 15th to August 21st. Starting August 22nd, a "complete collection" phase began, allowing customers to get all the designs at once. Additionally, there was a special three-day promotion from August 9th to August 11th where customers could receive an original Pikachu card along with a random card, which generated a lot of buzz.

That sounds incredibly appealing. No wonder everyone was rushing to get them.

Absolutely. Soon after the campaign began, social media was flooded with photos of these bonus items and unboxing videos. Many stores put up "cards all distributed" notices even before the weekend. At the same time, these cards were being sold on online auctions for dozens of times their original price. Although the official channels urged people not to buy for resale or to order excessive amounts of food, it seemed impossible to stop the craze.

What specific problems have these resellers, or "scalpers," caused by hoarding these bonus items?

Many people, in their rush to get the bonus items, placed large orders for Happy Meals. However, they didn't eat the food, and ended up just throwing away the hamburgers and fries. This completely goes against the initiatives promoted by businesses and local governments to reduce food waste.

Oh, so it's not just about food waste; there are other potential issues too, right?

Exactly. Another point is that some individuals would sell the unopened food items. In some areas, this could be considered a violation of food hygiene laws. There's a risk that the food might not have been stored at appropriate temperatures or could be past its expiration date, which directly poses health risks to consumers. It also disrupts market order.

It seems like this issue of food being wasted because of bonus items has happened before in history, hasn't it?

Yes, it has. Half a century ago, Calbee included Kamen Rider cards as bonus items with their snacks. That also sparked a collecting frenzy among children. They would buy the snacks, take out only the cards, and throw the snacks away. At that time, the snacks themselves weren't particularly tasty. Newspapers and television widely criticized the act of wasting food. This incident is still remembered today as a negative example of bonus item marketing.

So, regarding food waste, what specific measures are Japan and China currently taking?

In Japan, the Act on Promotion of Food Loss Reduction was enacted in 2019. This law promotes public awareness campaigns and supports food banks through cooperation between the national government, local governments, and businesses. Additionally, the Act against Unjustifiable Premiums and Misleading Representations regulates excessive provision of premiums to prevent waste caused by over-promotion.

It sounds like Japan's legal framework is quite comprehensive in its intervention!

Yes. In China, the nationwide "Clean Plate Campaign" has been underway since 2020. This is a nationwide initiative involving the food service industry and consumers, encouraging them to "finish their plates." Administrative departments, businesses, and media are also working together to reduce excessive ordering. While their approaches differ, both countries share the core value of "providing what's needed, in appropriate amounts, safely," aiming to build a society where food isn't wasted.

What can companies do to promote their products without causing food to be wasted?

Companies can address this issue through a combination of technological and management solutions. For example, they could implement a reservation system via an app, or use a lottery system for pre-registration. Another option is to offer vouchers for later redemption, which can prevent everyone from rushing to buy at the same time. Also, stores need to strictly enforce purchase limits. Furthermore, collaborating with secondhand marketplaces and e-commerce sites to monitor and remove listings from clear resellers could be effective.

Those methods certainly sound like they could help alleviate the problem!

They do. And another option is to separate the bonus item from the food itself. For instance, the bonus items could be distributed via a points system or through delayed shipping. At the same time, any surplus food could be donated to food banks. This way, you can still promote the product without devaluing the food. Fifty years ago, when Japan's food self-sufficiency rate was still around 50%, wasting food was already considered a serious problem. It's even more unacceptable now for so much food to be wasted because of bonus items.

Well, today we've discussed the many controversies sparked by the Pokémon bonus items, from high-priced resales to food waste and hygiene concerns. We also looked back at similar historical incidents and explored some potential solutions from a technical and managerial perspective. I hope today's discussion has offered some new perspectives to everyone.

Alright, that concludes this episode of the podcast. Thank you all for listening, and we'll see you next time!