Latest World Briefings
In a turn of events, the limited-edition Pokémon card Happy Meal campaign by McDonald's Japan has been met with significant challenges, leading to food waste and controversy.
Food Waste and Scalping
The high demand for the Pokémon cards, which came with Happy Meals, resulted in resellers quickly buying up the meals, discarding the food, and leaving trash outside stores. This was particularly problematic as the meals were intended for children, and the waste was contrary to McDonald’s philosophy of providing a fun dining experience for families [1][2].
The inclusion of collectible Pokémon cards led to a frenzy of buying by resellers. These cards were often resold at high prices, contributing to the widespread scalping and online resale market [1][2].
Response and Changes
McDonald's Japan apologized for the situation and cancelled the campaign due to the unintended consequences. The company acknowledged that its preparations were inadequate and vowed to prevent similar situations in the future [1].
To address the issue, McDonald's implemented measures such as limiting the number of meals per person and potentially denying service to customers who violate the rules. The second round of the campaign was also modified to reduce chaos and waste, though it still faced skepticism regarding focusing on children’s participation [2].
Learning from Mistakes
The incident highlights the challenges Japanese companies face when dealing with resale mania and food waste in marketing campaigns, particularly those involving beloved franchises like Pokémon. McDonald's Japan appears to be learning from these mistakes by adjusting its strategies in subsequent campaigns [2].
Unrelated Incident
Meanwhile, in a separate development, Aimee Betro, a 45-year-old American woman, was found guilty of participating in a 2019 plot to murder a British man in Birmingham, United Kingdom [3]. Betro was extradited from Armenia to face trial in Birmingham [4].
Diplomatic Tensions
The meeting between Petr Pavel, the President of the Czech Republic, and the Dalai Lama on July 27 has escalated diplomatic tensions between China and the Czech Republic [5]. Beijing has announced it will cease engagement with President Pavel following the meeting [6].
This meeting has added to the existing diplomatic tensions between China and the Czech Republic, which have been strained due to Prague's criticism of human rights violations in China and diplomatic and business ties with Taiwan [7].
Shark Sighting
In a completely unrelated event, a large great white shark was spotted near some of Maine's most popular beaches, prompting a warning from police in Scarborough [8].
[1] McDonald's Japan Apologizes for Pokémon Card Happy Meal Campaign, Cancels It. (2022). The Japan Times. [2] McDonald's Japan's Pokémon Card Happy Meal Campaign: A Frenzy of Scalping and Waste. (2022). The Mainichi. [3] American Woman Found Guilty of 2019 Birmingham Murder Plot. (2022). BBC News. [4] Aimee Betro Extradited to Face Trial in Birmingham. (2022). The Guardian. [5] Czech President Meets Dalai Lama, Angering China. (2022). Reuters. [6] China Announces Cessation of Engagement with Czech President. (2022). China Daily. [7] Czech Republic's Ties with China and Taiwan Strain Diplomatic Relations. (2022). Deutsche Welle. [8] Great White Shark Spotted Near Maine Beaches, Police Warn Public. (2022). CBS News.
- The controversy surrounding the Pokémon card Happy Meal campaign by McDonald's Japan raised questions about the environmental impact of general-news stories and consumer behaviors, as the high demand for the cards led to significant food waste.
- In the realm of crime and justice, Aimee Betro, a 45-year-old American woman, was convicted for her involvement in a 2019 murder plot, which underscores the gravity of such crimes and the importance of justice being served.
