Why Do McDonald's and FamilyMart Offer "Hawaii" Menus? — A Complete Analysis of the "Aloha Strategy" in Japan's Dining and Convenience Store Industry

In the summer, major Japanese restaurant and convenience store chains eagerly introduce limited-time menus themed around "Hawaii." In 2025, McDonald's will continue its "Hot Hawaiian Burgers" campaign, while FamilyMart will host a "Hawaii Fair" featuring SPAM® rice balls and Kona coffee. The background of this trend includes: ① a history and cultural admiration stemming from over 120 years of Japanese immigration, ② the recovery of Japanese travelers to Hawaii to around 700,000 annually post-COVID, and ③ a summer promotional strategy that leverages the visual imagery of "eternal summer and extraordinary experiences." This article analyzes how Hawaiian menus resonate with diverse groups, including foreign tourists, by examining history, tourism statistics, corporate releases, and marketing theories. It also provides an in-depth explanation of issues related to ingredient sourcing, sustainability challenges, and future prospects.