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The sushi chain uncovered the misconduct through an internal investigation after a large number of the promotional items appeared for resale on an online marketplace, according to Bloomberg.

The campaign items included capsule toys, cups and pouches featuring the hamster-like character, whose popularity surged following a hit movie this summer.

Kura ended the month-long campaign early and offered a temporary 10% discount at its stores as an apology. The company is collecting all remaining promotional items from its stores and is consulting police as it continues its investigation, a company spokesperson said, according to The Japan Times.

Japanese brands have faced scrutiny as limited-edition promotional goods attract intense demand from resellers, undermining campaigns often aimed at children.

In August 2025, McDonald’s Japan halted a Pokemon promotion after its first day as stores were flooded with scalpers seeking trading cards offered with Happy Meals.

McDonald’s had experienced a similar surge in interest several months earlier after a collaboration that also featured Chiikawa.

Chiikawa, the protagonist of a web manga series whose name roughly translates to “something small and cute,” has been climbing the ranks alongside iconic Japanese characters such as Hello Kitty.

In July, Toho released “Chiikawa The Movie: The Secret Of The Mermaid Island,” which became a hit as the franchise attracted fans not only among children but also adults, with its unexpectedly mature storyline.