Japan food chains launch seasonal Tsukimi menus amid rising egg costs

Major Japanese food service chains are launching seasonal 'Tsukimi' (moon-viewing) themed menus for autumn 2026. McDonald's Japan is celebrating the 35th anniversary of its iconic Tsukimi Burger with an eight-item lineup, including new products like the 'Aburi Gyu Sukiyaki-style Tsukimi' and 'Cheese Cheese Double Tsukimi.' The campaign features a new TV commercial starring Aoi Miyazaki, Taichi Shiozaki, and Maika Sasaki.

Other competitors are also entering the seasonal market. Denny's Japan is hosting its first-ever 'Otsukimi Fair' starting September 3, featuring eight items such as black noodle garlic rice and various egg-topped hamburgers. Mos Burger is introducing a 'Tsukimi Focaccia' with golden cheese sauce, while McDonald's is also running Happy Set promotions featuring 'Pan Dorobou' and 'Puppet Sunsun' sticker books.

This seasonal surge occurs amid rising production costs. The price of eggs, a central ingredient for these menus, has reached record highs due to avian influenza outbreaks and rising feed costs, which are largely driven by the weak yen and high import prices. Producers note that rising costs for feed and utilities make maintaining low egg prices increasingly difficult.