McDonald’s Japan Issues Apology After Unexpected Backlash to New Happy Meal Campaign

McDonald’s Japan has been forced to issue an apology after its latest Happy Meal promotion spiraled out of control, leaving both fans and the company in an awkward situation.

Happy Meals, or “Happy Sets” as they are called in Japan, have always been a nostalgic treat, valued as much for the collectible toys as the food itself. Over the years, McDonald’s has partnered with brands ranging from Furby to Disney, creating items that often became must-have treasures.

But the latest collaboration proved too tempting, attracting not only children and casual fans but also determined collectors and resellers.

The promotion included small plastic toys and limited-edition Pokémon cards, a pairing that immediately set off a frenzy. Pokémon remains one of the most popular franchises in the world, with rare cards often selling for hundreds or even thousands of dollars.

As soon as word spread, collectors and resellers flocked to McDonald’s outlets across Japan.

According to reports from AP News and Japanese media, the campaign was so popular that the stock sold out in a single day. Many resellers bought Happy Meals in bulk, grabbing the cards and toys while discarding the food itself.

Photographs shared online showed piles of untouched burgers, fries, and nuggets left outside restaurants, sparking outrage over the sheer amount of waste.

The backlash came quickly. Fans criticized resellers for exploiting a promotion meant for children and families, while others faulted McDonald’s for not putting stronger restrictions in place. With Pokémon cards reselling online for hundreds of dollars, frustration only grew as genuine customers were left empty-handed.

McDonald's latest Happy Meal toys have caused quite the stir in Japan

Toru Hanai

In response, McDonald’s Japan released a formal apology, admitting the company had underestimated the demand. In a statement shared with AP on August 11, the chain said:

"We do not believe in abandoning and discarding food. This situation goes against our longtime philosophy that we have cherished as a restaurant to ‘offer a fun dining experience for children and families.’ We sincerely accept that our preparations had not been adequate."

The company has since issued a statement apologising and outlining how they plan to fix the issue

Justin Merriman

The company also outlined measures to prevent a repeat of the incident. These include placing strict limits on the number of Happy Meals each customer can purchase, ending online orders during promotions, and reserving the right to refuse service to anyone breaking the rules.

In its closing remarks, McDonald’s emphasized a return to the original purpose of the Happy Meal.

"We vow to return to the basics of what lies behind the Happy Set, which is about helping to bring smiles to families so we can contribute to the wholesome development of the hearts and bodies of children, who are our future."

The incident highlights the challenges brands face when collaborating with collectible franchises. While promotions like these are designed to spark joy, the secondary market for rare items often fuels chaos, overshadowing the original intent. For McDonald’s Japan, the hope now is that future campaigns will bring excitement without leaving behind waste and controversy.