On March 17, 2025, the well-known bento chain Hokka Hokka Tei took to its official X (formerly Twitter) account to issue a public apology following the exceptional demand for its recently launched "Bazu Bento" series.
This series, launched on March 13, 2025, features popular items, including "Ryuji's Tuna Mayo Neese Nori Bento," "Ryuji's Spice Karaage Bento," and the highly sought-after "Ryuji's Otsumami Trio." The latter became infamous for selling out at numerous locations, much to the dismay of many eager customers.
Hokka Hokka Tei's post stated, "We sincerely apologize to customers who were looking forward to it but couldn't eat it." The chain expressed regret for the situation, clarifying the overwhelming nature of the sales, which surpassed the expectations set during planning.
Despite the challenges posed by the unprecedented sales, Hokka Hokka Tei also noted, "We didn't think the sales would be this high. We were frankly surprised at how well the bento sold. We are considering resale and will work to strengthen our operational structure to prevent this from happening again." This demonstrates their commitment to improving customer experience and ensuring future availability.
Ryuji, the culinary researcher behind the collaboration, humorously chimed in through his social media account on March 18, lip-syncing to the frustrations shared by patrons. He remarked, "Please do it properly, Hokka Hokka Tei. I want you to put it out because it's almost universally praised by those who ate it. I haven't even been able to buy it yet!!!" His comments encapsulate the mixture of disappointment and appreciation felt not only by him but also by countless fans of the bento series.
Reactions to the situation were lively on social media platforms, as many customers expressed their desire for Hokka Hokka Tei to restock the sold-out items. Comments varied from requests for resale to reflections on the unexpected nature of this "happy sadness" and its inherent joy of realizing just how successful the bento collaboration turned out to be.
One user reflected on the matter, asking, "I wonder if this menu won't become standard?" showcasing the hope for its return to store shelves, confirming just how well-received these products have been.
While the unexpected sales situation posed logistical challenges for Hokka Hokka Tei, it appears to have created more positive buzz than negative. Many have even termed the situation as "a happy surprise," illustrating the excitement surrounding the Bazu Bento series.
To conclude the conversation around the series, Hokka Hokka Tei vowed to maintain open communication with its customer base as it moves forward. Their commitment to strengthening their operational structure hints at efforts to mitigate issues related to product availability. This promise stands as reassurance not only to Ryuji but to all fans who genuinely want to enjoy what has rapidly become one of the most talked-about bento collaborations.
