Revolving sushi chain Kura Sushi announced on September 5 via its official website that it would immediately suspend all activities related to its ongoing Chiikawa collaboration campaign, effective from the start of business on September 6. The decision followed an internal investigation that confirmed misconduct by company employees.
The Fourth Chiikawa Collaboration — Cut Short
The campaign had launched on August 21 as the fourth collaboration between Kura Sushi and the beloved Chiikawa franchise, drawing crowds to branches nationwide from day one. Planned offerings included:
- Exclusive gifts for customers spending over a set amount, including an original yunomi (teacup) — distribution of which had only just begun on September 4 — and an original sushi plate scheduled for release on September 18
- Two special collaboration menu items
- A collaboration-themed Bikkura-Pon! prize-dispensing game featuring special animation
- A receipt-entry prize campaign
- In-store collaboration décor at three select locations
Despite the enthusiastic reception, concerns soon surfaced on social media about the improper handling of Bikkura-Pon! prizes. On September 2, Kura Sushi acknowledged the reports and stated it was conducting a swift investigation into the matter.
Investigation Confirms Misconduct; All Campaign Activities Halted
The results of that investigation were disclosed in an official statement titled “Regarding the Cancellation of the Chiikawa Collaboration Campaign,” which confirmed that “misconduct by company employees has been identified.” In response, Kura Sushi terminated all campaign activities with immediate effect, including:
- Distribution of all Bikkura-Pon! prizes
- Giveaways of the original yunomi and original sushi plate
- The receipt-entry prize campaign
- Collaboration menu items and the special Bikkura-Pon! collaboration video
- In-store collaboration decorations
The company noted that television commercials promoting the campaign may continue to air for a period, but confirmed the campaign has ended at all locations nationwide. Kura Sushi closed its statement with a sincere apology to customers inconvenienced by the cancellation and asked for their understanding.
About Chiikawa
Chiikawa is a manga created by illustrator Nagano, originally published on X (formerly Twitter) beginning in 2020. The series follows the charming yet bittersweet daily lives of characters including Chiikawa, Hachiware, and Usagi, and has amassed fans across all generations. It received the Japan Character Award Grand Prix and has been inducted into its hall of fame. The anime adaptation, which began airing in 2022, has surpassed 500 million views in catch-up streams on YouTube. The franchise’s first feature film, Chiikawa Movie: Hitomi no Shima no Himitsu, adapting the popular “Siren” arc, is currently in theaters and had already earned over 12.23 billion yen at the box office as of August 30.
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