The "Chiikawa Plates" from Kura Sushi continue to be resold on Mercari—voices saying "It's futile," while stores see long lines. The distribution includes all four types, limited to the first 700,000 people.

The "Chiikawa Plates" from Kura Sushi continue to be resold on Mercari—voices saying "It's futile," while stores see long lines. The distribution includes all four types, limited to the first 700,000 people.

2025年07月27日 21:10

1. What's Happening—The Frenzy and Chaos Surrounding the "Chiikawa Plate"

Kura Sushi launched a "Chiikawa" collaboration campaign nationwide starting Friday, June 27, 2025, and from Friday, July 25, began the third phase of the campaign, offering a "Chiikawa Plate" (all four types) for every 2,500 yen (tax included) spent. The distribution is limited to a total of 700,000 people on a first-come, first-served basis, ending when supplies run out.Gourmet Watch



Meanwhile, from the first day of the event, stores were extremely crowded, with reports of lines so long that people were waiting **"6 hours"**. Social media was filled with comments describing the scene as "hellish," and there was reported anger over resales on flea market apps.Netorabo



2. Overview of the Campaign (Distribution Conditions, Schedule, Venue Decorations)

According to official announcements and reports, the distribution schedule is as follows:

  • Phase 1 (6/27~): Clear Files (all four types)

  • Phase 2 (7/11~): Fans (all four types)

  • Phase 3 (7/25~): Sushi Plates (all four types)
    . One plate is given for every 2,500 yen spent, while supplies last. Flagship stores in Harajuku and Namba Parks South also featured interior decorations.Dengeki Hobby WebMANTANWEB



3. The "Long Lines" and First Day Scenes

On the start day of Phase 3, July 25 (Friday), long waiting times were reported at many stores, with posts about **"6-hour waits."** The experience at the stores was significantly impacted by the long lines in the scorching heat, the presence of families, and concerns about distribution stock. These situations were reported by domestic media along with multiple images.Netorabo



4. The Reality of Listings on Flea Market Apps—From Single Items to "4-Piece Sets"

Simultaneously with the start of distribution, listings for single items as well as **"4-piece complete sets"** appeared on flea market apps and auction sites. In fact, listings for **"4-piece sets" on Mercari** and "4-piece comp" on Yahoo! Auctions were confirmed. Additionally, recent search lists show complete sets priced between 7,000 and 9,499 yen. While prices fluctuate, single items generally cost several thousand yen, with multiple examples confirmed.MercariYahoo! AuctionsMercari


Furthermore, reports indicate that the market price on the day of release (distribution) was around 2,600 to 5,000 yen, suggesting strong demand.Livedoor News



5. What the Phrase "It's Futile" Symbolizes

Regarding the spread of resales, the phrase **"It's futile"** was even used in headlines on social media and in reports, sparking criticism. This reflects the sense of futility and wastefulness towards consumption aimed solely at obtaining distribution perks and actions that undermine the "experience value" of the collaboration. Media posts featuring this phrase have also been confirmed.X (formerly Twitter)



6. Kura Sushi's Official View and Operational Response

On its official topic page, Kura Sushi clearly states, "Reselling, auctioning, cashing, or otherwise transferring prizes is strictly prohibited." Additionally, in a document dated July 24, just before the distribution, they announced the switch to some original prizes due to excessive demand for Bikkura Pon! prizes and the suspension of sales of Bikkura Pon! set products, while confirming that the distribution of "Chiikawa Plates" would proceed as planned from July 25.Kura SushiKura Sushi



7. Why Resales Occur—From the Perspective of Demand, Supply, and System Design

Several structural factors overlap in this case.

  1. Concentration of Demand: The combination of popular characters and dining experiences creates dual value as "memories + items," making it easy for demand to concentrate on the first day. The design of the distribution as **"first-come, limited quantity, all four types"** enhances the desire for collection and completion.Gourmet Watch

  2. Predictability of Acquisition Costs: The clear rule of one plate for every 2,500 yen makes it easy to plan expenses, allowing for simultaneous acquisition of multiple plates with a large bill. As a result, **"set listings"** are more likely to occur.Gourmet Watch

  3. Immediacy of the Secondary Market: Since searching, listing, and purchasing on flea markets/auctions occur in real-time, the store's stock status and secondary market prices interact in a short time. The congestion and pressure on the first day strengthen the desire to "want it now" and the expectation that "it will sell quickly." Reports of the same-day market price being around 2,600 to 5,000 yen support the strength of this initial movement.Livedoor News

  4. Discrepancy Between "Experience" and "Ownership" in the Campaign: Although originally a souvenir of the dining experience, when the focus shifts to ownership alone, the demand for **"just the item"** without the dining experience flows into the secondary market.



8. Legal and Ethical Issues—Not "Illegal?" but "Violation of Terms" and "Damage to Customer Experience"

  • General Discussion of Illegality: Reselling purchased goods is generally not illegal. However, if the business prohibits transfer or resale in the campaign terms, it may constitute a violation of terms and could be subject to operational measures such as access restrictions or distribution refusal (this case also clearly states **"reselling and listing are strictly prohibited"**).Kura Sushi


  • Ethical Aspect: As actions that hinder the original fan experience and store operations (queues, stock pressure, employee burden), there is strong criticism from community norms. The widespread empathy for the phrase "It's futile" is rooted in the sense of futility that prioritizes "monetization" over "sharing the experience."X (formerly Twitter)



9. Chronological Organization of What Happened on the Ground

  • June 16: Collaboration announcement. Distribution for every 2,500 yen, three phases (Clear Files → Fans → Sushi Plates), all four types / first-come, 700,000 each revealed.Dengeki Hobby Web

  • June 27 (Friday): Collaboration begins (Phase 1).MANTANWEB

  • July 11 (Friday): Phase 2 fan distribution begins.Dengeki Hobby Web

  • July 24 (Thursday): Official announcement of switching Bikkura Pon! prizes and suspending set product sales##HTML_TAG_491

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