Pikachu chaos at McDonald's in Japan - what happened and what did we learn?

What happened?

In August 2025 (from the 9th to the 11th ), McDonald's Japan launched a promotion for its "Happy Meal Sets" that, in addition to the toy, included a Pokémon trading card with a guaranteed chance to win a Pikachu . The campaign was an instant hit... but with dramatic consequences.

The unexpected happened: the promotions sold out in less than 24 hours , instead of the planned three days. Resellers and collectors bought en masse, many people threw away food to settle only on the menu, which led to garbage accumulation, long lines, tensions between customers, and even police intervention in some cases.

Online resales exploded: cards valued at millions of yen began to be listed, reaching up to 6 times the original price (example: 2,000-3,000 yen vs. ~500 yen).

Official reactions

McDonald's issued a public apology acknowledging errors in planning and communication. They stated that they "do not tolerate resale purchases or food abandonment" and promised measures such as:

• Limit the number of boxes per person.

• Suspend online orders to avoid backlogs.

• Restoring the family purpose of promotion.

Additionally, they canceled a subsequent promotion (of One Piece), as a precaution against the precedent of Pokémon chaos.

Card of Pikachu

Implications

1. Risks of intentional scarcity or perception of exclusivity: When a product appears limited, demand can skyrocket and spiral out of control.

2. It went viral quickly with tangible consequences: social media exploded with images of lines, fights, food on the floor, and chaotic scenes. This generated more attention, but also damaged the image.

3. Erosion of trust with audiences and franchisees: frustrated families, tense stores: what was supposed to be a celebration became a source of frustration.

4. Actual value versus perceived value: People desired the cards more than the food, demonstrating the power of collecting.

5. Culture and social responsibility: In Japan, where avoiding waste is essential, this situation was particularly serious.

   
   

A promo that make chaos.

What to do if your brand faces something similar?

Step	Key action
1	Design clear limits: limit purchases per person, avoid hoarding.
2	Channel control : Avoid reselling via online platforms; prioritize in-person purchases or purchases from verified members.
3	Transparent communication : explains rules, availability, duration and justification of inventory.
4	Shortage management : If there is excess demand, distribute gradually or in batches.
5	Responsible promotion : anticipate undesirable effects such as crowding, waste or tension.
6	Reinforce brand values : Highlight the purpose behind the promotion, for example, family- or community-focused.
7	Contingency plans : Prepare responses if the promotion gets out of hand; have messages and channels ready.

This "Pikachu Storm" was a campaign that garnered massive attention, yes... but at a significant cost. The case underscores the importance of designing compelling yet sustainable promotions that reflect values, prevent abuse, and protect the integrity of the customer experience.

REMEMBER A CAMPAIGN MUST BE STRATEGIC AS WELL AS CREATIVE AND MUST HAVE PROSPECTING OR SOMETHING SIMILAR CAN HAPPEN TO YOU.

Nerd Tip : If you want to prevent your brand from becoming a trend... for the wrong reasons, follow me. We'll build creative, purposeful strategies without unnecessary risks.

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