McDonald's Japan has ended its Pokémon-themed Happy Meal promotion after people bought large numbers of meals just to get limited-edition cards—then threw away the food outside stores.
The special "Happy Set," which included a small Pokémon toy and a collectible card, launched on August 9 and was scheduled to run for three days, CBS News said.
However, the campaign was halted early when photos of bags of uneaten burgers and fries dumped near stores sparked public anger and media coverage.
"We do not believe in abandoning and discarding food," McDonald's Japan said in a statement.
"This situation goes against our longtime philosophy to offer a fun dining experience for children and families. We sincerely accept that our preparations had not been adequate."
According to reports, many adults and resellers rushed to buy dozens of meals, hoping to sell the exclusive Pokémon cards online for hundreds of dollars.
Some cards were being listed for up to ¥28,000 ($190), far above the original ¥510 ($3.40) meal price.
A hot new McDonald’s Happy Set launched in Japan today, featuring two Pokémon trading cards—one guaranteed Pikachu, the other from five exclusive designs. Fans are snapping up Happy Sets in bulk, and media reports say discarded food is piling up. 🇯🇵 🍔 🥤 🍟 pic.twitter.com/BO7yEB43oP
— Cole Cameron (@colecameron) August 9, 2025
McDonald's Japan Apologizes After Pokémon Promo Turns Chaotic
Photos and social media posts showed long lines, trash bags full of food, and untouched meals left on pickup counters.
One user wrote, "I couldn't buy a Happy Meal for my daughter because of these people." Another added, "These resellers are truly embarrassing."
The backlash was especially sharp in Japan, a country known for its clean streets and low food waste. The image of piles of discarded meals outside McDonald's locations shocked many.
McDonald's Japan apologized and said it is reviewing its policies. It plans to limit meal purchases per customer, end online ordering during special campaigns, and work with online platforms to stop reselling of the promotional cards.
"We vow to return to the basics of what lies behind the Happy Set — bringing smiles to families and supporting the healthy development of children," the company said.
The promotion, meant to delight young Pokémon fans, turned into what some online called the "Unhappy Meals" campaign. McDonald's said it will take stricter steps to prevent similar problems in the future.
According to CNN, Pokémon remains a powerful brand in Japan, where the franchise began in 1996. Its trading cards are highly collectible, with rare ones often selling for large sums around the world.
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