What's happened
On August 9, 2025, McDonald's Japan launched a Pokémon card promotion with Happy Sets, offering two limited-edition cards per meal. The campaign sold out within a day due to bulk buying and scalping, leading to food wastage, store congestion, and social media backlash. McDonald's halted the promotion early and plans stricter purchase limits to prevent future issues.
What's behind the headline?
Bulk Buying and Scalping Disrupt Promotion
The McDonald's Pokémon card promotion was intended as a family-friendly campaign but quickly became dominated by scalpers and collectors buying in bulk. This led to rapid sellouts, store congestion, and significant food wastage as many discarded the meals after obtaining the cards.
Impact on Brand and Consumer Experience
McDonald's faced backlash for the unintended consequences, including long queues, disputes, and discarded food. The company’s swift decision to halt the promotion and impose stricter purchase limits reflects a need to balance promotional success with operational control and social responsibility.
The Economics of Collectibles
The high resale value of Pokémon cards, some reaching thousands of dollars, incentivizes scalping. This dynamic challenges retailers to design promotions that prevent exploitation while maintaining appeal to genuine fans.
Forecast and Consequences
McDonald's will likely implement tighter controls on future promotions, including purchase limits and restrictions on online orders. The incident highlights the broader challenge for brands leveraging collectible items: managing demand without encouraging waste or profiteering.
Relevance to Consumers
Consumers should expect more regulated access to collectible promotions. The episode underscores the importance of responsible purchasing and the social impact of scalping-driven waste.
What the papers say
The Japan Times detailed the rapid sellout and early termination of the promotion, noting "many customers were buying large quantities of the meals" and that "photos of such incidents were shared across social media, causing shock and anger online." The South China Morning Post highlighted the chaos with reports of "unclaimed Happy Meals and uneaten food dumped outside restaurants," and McDonald's apology acknowledging "large-scale purchases for the purpose of reselling." Business Insider UK described the viral social media scenes, including "bags of Happy Meals abandoned in stores" and "a video of the altercation... racking up about 11 million views," emphasizing the scalpers' role in driving demand. The Independent and AP News echoed McDonald's statement that the situation "goes against our longtime philosophy" and outlined plans to limit purchases and end online orders. Meanwhile, earlier coverage from NY Post and Business Insider UK provided context on the broader cultural and economic significance of Pokémon cards and McDonald's past successful collaborations, illustrating why the promotion attracted such intense interest. Together, these sources paint a comprehensive picture of a well-intentioned campaign overwhelmed by scalping and consumer excess, prompting a swift corporate response.
How we got here
McDonald's Japan introduced a Pokémon card promotion with its Happy Sets, aiming to attract families and collectors. Pokémon cards have a long-standing popularity among children and adults, with rare cards fetching high resale prices. Previous collaborations with brands like BTS and Hello Kitty have also driven large crowds and high demand.
Go deeper
- Why did McDonald's Japan end the Pokémon card promotion early?
- How did scalpers affect the Pokémon card promotion?
- What measures will McDonald's take to prevent future issues?
Common question
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Why Did McDonald's Japan End the Pokémon Card Promo So Quickly?
The recent Pokémon card promotion at McDonald's Japan caused a stir, with the campaign ending abruptly due to overwhelming demand. Many wonder what led to this quick halt and what it means for future promotions. Below, we explore the reasons behind the closure, the impact on customers, and what McDonald's plans to do next.
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Why Did McDonald's Japan Stop Pokémon Promotions?
In August 2025, McDonald's Japan launched a highly anticipated Pokémon card promotion with Happy Sets, but it was halted just days later. Many wonder why the campaign was stopped so quickly and what caused the chaos. This page explores the reasons behind the sudden halt, including the role of bulk buying, scalping, and operational challenges. If you're curious about what happened and what McDonald's plans to do next, keep reading for detailed answers to your questions.
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Why Did McDonald's Japan Stop Their Pokémon Card Promo So Quickly?
In August 2025, McDonald's Japan launched a Pokémon card promotion that quickly became a viral sensation. However, the campaign was halted just days after it started. Many wonder what caused this sudden stop and what it reveals about consumer behavior and corporate response. Below, we explore the reasons behind the abrupt end of the promotion, including the role of bulk buying, scalping, and McDonald's plans to prevent similar issues in the future.
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