McDonald’s Japan campaign drowns in food waste due to Pokémon cards

By: Trademagazin Date: 2025. 08. 22. 10:16

Earlier this month, McDonald’s in Japan offered limited-edition Pokémon cards alongside its kids’ menus, leading to a huge shopping spree and long lines. But the promotion quickly turned into a scandal, with many of the menus bought in bulk for the gift cards ending up in the trash, and photos of the food packages lying on the ground flooded the internet.

The cards—including a rare Pikachu one that’s being advertised online for more than $33,000—have been in high demand not only among children but also among adult collectors. Many people bought the menus just to get the cards, then threw away the food and immediately resold the cards. Although the campaign was intended to last three days, many stores ran out of stock on the first day, forcing McDonald’s to end the promotion early.

In the wake of the scandal, Japan’s consumer protection agency called on the fast-food chain to change its sales strategy and take meaningful steps to curb food waste. McDonald’s Japan publicly apologized for the incident and announced that it would indefinitely postpone the next One Piece promotion, scheduled for August 29, which had also been expected to attract a similar surge in customers.

The case highlights the difficulty of finding a balance between the marketing value of popular collectibles and responsible, sustainable sales practices.