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Japanese sushi chain stops Chiikawa Rollout after Staff Caught Selling Freebies Online

After staff members stole free items to resell online, a Japanese sushi chain had to cancel its popular marketing campaign featuring cute "hamster-like" characters from the hit series "Chiikawa".

Conveyor-belt ?chain Kura Sushi launched its Chiikawa campaign on August 21 with plans to distribute a limited number of branded items like pouches and plates on a first-come-first-served basis through the end of September. Customers could also win prizes by exchanging empty sushi plates with a game machine that yielded key chains, magnets, and other trinkets.

Hiroyuki KOSAKA, Kura Sushi's spokesperson, said that the Chiikawa giveaways were so popular in its restaurants that they had sold out for the remainder of the month.

On Sunday, however, the company ended the campaign abruptly after confirming what many fans suspected: that staff members had stolen goods from the store and sold them on the internet. Kosaka reported that Kura Sushi stores have received a flood of?calls cancelling reservations since then.

He said, "We're truly sorry that we caused the inconvenience and disappointed customers."

Kura Sushi shares fell 2.5% to 1,696 yen in Tokyo on Monday, compared with a rise of 0.55% for the TOPIX index.

The marketing debacle shows how collaborations between corporations and popular franchises can go wrong.

McDonald's Japan caused controversy last year after tie-ups between Chiikawa, and Pokemon led many customers to purchase large quantities of Happy Meals in order to receive the free toys, which they then resold, while throwing away the food.

CULT LIKE POPULARITY

Chiikawa, a truncated form of the Japanese phrase "something small and cute", was created in 2020. It has since risen to a level that is dizzyingly popular, becoming one of Asia's top licensing properties.

Chiikawa's characters, despite their cute appearance, live stressful lives. They struggle with exams, worry about salaries and search for day-labor jobs. Fans of all ages have been drawn to the jarring contrast between their cute appearance and their grim situations.

According to entertainment news site Mantanweb's report, the first film in the franchise, "Chiikawa : The Secret of the Mermaid Island", grossed $12 billion yen (about $78 million) over the course of a little more than a month in Japan. This has further increased the popularity of the franchise. Chiikawa has 5.4 millions followers on his X account, including the Japanese Finance Minister Satsuki katayama.

Kura Sushi's sales increased by 23% in March 2024 when it teamed up for the second time with?Chiikawa. The response from customers was beyond what Kosaka, the spokesperson, had expected.

The company declined to elaborate on the investigation.

Chiikawa's freebies are now highly collectible and fetch high prices.

Mercari, Japan’s largest online second-hand marketplace, listed a four-piece set of Chiikawa and Kura Sushi plates and cups for 13,333 yen (US$85.54), and a three-piece set for 9,500 yen. Kura Sushi reported that it had asked Mercari successfully to remove from its website the collaboration items which were acquired illegitimately.

(source: Reuters)