McDonald’s Japan has issued an official apology on August 11 regarding the disruption caused by its Pokémon Happy set (known outside Japan as the Happy Meal) promotional card campaign, announcing that distribution has ended earlier than planned at many locations due to unexpectedly high demand and large-scale purchases for resale.

The company’s statement, published on its official website under the title “Important Notice Regarding Happy Meal Sales and Our Response,” expressed deep regret for the inconvenience caused. McDonald’s confirmed that during the campaign, some customers engaged in bulk buying for resale, leading to store congestion, disorder around restaurant premises, and incidents where ordered food was left abandoned or discarded. Social media criticism grew, targeting both the inability of genuine customers to purchase the items and the actions of resellers, escalating into a social issue.

The following is an editor’s translation of the original Japanese statement. Please refer to the original text for exact wording, as nuances may differ.

We confirm that during the Pokémon Happy Meal card campaign, certain customers engaged in bulk purchases for resale, causing in-store and surrounding area congestion, confusion, and incidents of abandoned or wasted food,” the statement reads. “We sincerely apologize for the inconvenience caused to our regular customers, our crew members, local residents, and property owners.”

McDonald’s Japan emphasized it does not tolerate purchases intended for resale or the abandonment of food, acknowledging the situation as contrary to its long-standing philosophy of “providing enjoyable dining experiences for children and families.” The company pledged to take firm measures to prevent recurrence.

The statement outlined two key actions:

Stricter Purchase Limits – For certain promotions, McDonald’s will enforce stricter purchase limits within set timeframes. These restrictions may also apply to mobile orders and delivery services. Customers violating rules—such as repeatedly lining up, attempting excessive purchases, or displaying intimidating behavior toward staff—may be refused service. Additionally, customers with a history of disruptive conduct may have their official app accounts terminated.

Ongoing Discussions with Flea Market App Operators – McDonald’s will request stronger measures from flea market platform operators to curb malicious bulk buying and resale activities.

■Official Announcement
https://www.mcdonalds.co.jp/company/info/2025/0811a/

The company concluded by reaffirming its commitment to the original mission of the Happy Meal—supporting the healthy growth and development of children and helping families share happy moments—and asked for public understanding and cooperation.

Supplementary Information

From August 9 to 11, Pokémon cards were offered as a weekend-only bonus with the Happy Meal. Since August 8, McDonald’s Japan has also been running a three-week campaign offering Pokémon toys as the bonus item.

It has already been announced that McDonald’s Japan will work with Japanese flea market apps such as Mercari to discuss anti-resale measures. The resale issue has become a social problem in Japan—in another example, Nintendo has implemented countermeasures for the Nintendo Switch 2.

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TM, (C), and character names are trademarks of Nintendo.

(C)2025 Pokemon. (C)1995-2025 Nintendo/Creatures Inc./GAME FREAK inc.

Source : ORICON NEWS