On March 17, 2025, Hokka Hokka Tei, the popular bento chain, updated its official X (formerly Twitter) account to address unexpected backlashes following the launch of its collaboration product with Chef Ryuji, known for his widespread influence among culinary enthusiasts. They published a rare apology acknowledging the overwhelming demand for their new offerings.
On March 13, 2025, Hokka Hokka Tei introduced the “Bazu Bento,” which includes eight variations such as "Ryuji's Tuna Mayonnaise Noriben," "Ryuji Spiced Fried Chicken Bento," and the highly sought-after "Ryuji's Otsumami Trio." Despite the multitude of options, it was Ryuji's Otsumami Trio, available in limited quantities, which captured the most interest from consumers.
Just four days after the launch, by March 17, many customers expressed frustration over the limited availability, as Hokka Hokka Tei shared news of the sell-out across multiple locations, saying, "I sincerely apologize to the customers who were looking forward to it but could not eat it. I am deeply sorry." The post emphasized their regret over the situation and indicated they are considering options to restock the popular item.
Chef Ryuji showed his support for the fans by quoting Hokka Hokka Tei's message later on the evening of March 17, conveying: "Reports of it selling out came on the same day, so please get it together, Hokka Hokka Tei. People say it’s delicious, so I need you to produce it for sure. I mean, I haven’t been able to buy it!!!" Ryuji's comments reflected both his disappointment and enthusiasm for the product, hinting at its popularity.
Following Ryuji’s comments, Hokka Hokka Tei responded with another message on their official account late on the same day. They acknowledged the sell-out situation, stating, "This is a collaborative product with the very popular YouTuber Ryuji. We did not think the demand would be so high, and we’re honestly surprised by the response." They reiterated their apologies to customers who missed out on the Otsumami Trio and expressed their commitment to exploring options for restocking.
The recent episode provides insight not only on how popular Ryuji is among his fans, but also serves as a reminder of the challenges businesses face when trying to match supply with unpredictable demand, especially for collaborations tied to influencers with strong followings. Despite the hurdles, Hokka Hokka Tei assured customers they are working to bolster their operations to prevent such incidents from recurring. They emphasized their promise to strengthen their management systems to cater to customers' expectations more effectively.
The reactions on social media have ranged from excitement to disappointment. Customers expressed feelings of loss over the items they could not purchase and praised those who had the opportunity to try the food. Comments like "I can’t believe it sold out so quickly! I really wanted to try it," and "Please bring it back, I missed out!" flooded Hokka Hokka Tei's posts. Many have also suggested the idea of making the products available at convenience stores for easier access.
With the challenge of high demand addressed, fans eagerly await the possibility of more significant availability. Hokka Hokka Tei has been proactive about communicating their plans and ensuring customers know their collaboration uses all resources to meet expectations. The restaurant chain aims to revive customer trust by planning another batch of Ryuji's Otsumami Trio and other offerings soon.
On this note, the whole incident not only highlights the significance of influencer marketing but also stands as testimony to the continuing evolution of consumer culture and expectations. Stay tuned for updates from Hokka Hokka Tei and Chef Ryuji as they adapt to meet the appetites of their enthusiastic customer base.
