McDonald's HK brings back Ebi series to celebrate Chiikawa exhibition

McDonald’s Hong Kong is serving up a limited-time summer menu to celebrate the upcoming Chiikawa-themed exhibition presented by creative brand AllRightsReserved (ARR).

The "CHIIKAWA DAYS" exhibition, an exhibition which McDonald's is supporting, will run from 1 to 24 August. Starting 8 July, the lovable Chiikawa and friends will be shown along with the "Ebi Burger Series" at McDonald's restaurants, allowing everyone to fully immerse themselves in charming and whimsical daily lives.

The "Ebi Burger Series" menu items are presented in “CHIIKAWA DAYS” exhibition-themed packaging. The burgers, desserts, beverages, and Shake Shake Fries bags all feature cute packaging depicting three popular characters – Chiikawa, Hachiware, and Usagi – holding their signature “hunting sticks”, giving everyone the opportunity to enjoy the food while collecting the CHIIKAWA DAYS themed packaging.

Starting on the same day, McDonald's App members can also enjoy an exclusive coupon. With the purchase of an Ebi Burger Series four-course meal through a coupon, an exclusive CHIIKAWA DAYS sticker will be given out as a gift. The Exclusive 2 CHIIKAWA DAYS sticker comes in two styles, allowing everyone to personalise their favourite items with the stickers while counting down the days to the upcoming "CHIIKAWA DAYS" Exhibition in August.

The “Day” style will be distributed from 8 July to 14 July, whereas the “Night” style will be distributed from 15 July to 21 July. The CHIIKAWA DAYS limited-edition stickers are available in limited quantities. McDonald’s Hong Kong’s restaurants will also feature the Chiikawa-themed bunting and decoration, allowing fans to feel immersed in CHIIKAWA DAYS’s dreamy everyday world.

In a conversation with MARKETING-INTERACTIVE, Tina Chao, chief marketing and digital customer experience officer, McDonald’s Hong Kong, said the Ebi series has long been one of Hong Kong’s most-loved seasonal items, with its roots tied to Japanese culinary cues.

“This summer, we wanted to bring the Ebi Series back and introduce a new limited time member – Crab Croquette Burger with even more energy, which is why we’re partnering with Chiikawa - a character brand that embodies the fun, warmth and cultural charm of Japan. By pairing two icons with deep emotional resonance, we’re creating a cohesive and culturally relevant brand moment that will excite both food lovers and Chiikawa fans alike,” she added.

The partnership targets a growing base of seafood lovers in Hong Kong, particularly fans of its iconic Ebi Series and the newly introduced Crab Croquette Burger. “These flavours tap into the local appetite for Japanese-inspired seafood, which continues to resonate strongly with our audience.”

At the same time, McDonald’s is also engaging the vibrant community of Chiikawa fans, who bring a sense of joy, collectability and emotional connection to the campaign, she added. “By combining beloved flavours with a beloved character, we’re making this partnership relevant to both loyal customers and a new generation of fans seeking fun, flavour and cultural connection.”

Done in collaboration with creative agency DDB Group Hong Kong and media agency OMD Hong Kong, the partnership aims to create joyful experiences – both through the taste McDonald’s customers crave and the characters they love, according to Chao.

“It’s about delivering double the fun: one from the flavour of the newly introduced Crab Croquette Burger and classic Ebi Series, and one from the playful world of Chiikawa. This partnership allows us to inject freshness and cultural energy into a fan-favourite product.”

 In terms of marketing strategies, Chao said the partnership is developing a 360-degree immersive experience - from immersive in-store touchpoints such as packaging and themed premiums, to conversational storytelling across platforms.

“We're also introducing a themed location experience at all our stores, allowing fans to step into the world of Ebi × Chiikawa Days and interact with the brand physically. It’s about creating talkability, shareability, and a sense of occasion.”

To engage a wider audience, the campaign is activated across offline and online channels. “Offline, we’ll be on TV and print to build broad reach. Digitally, we’re leveraging Meta and Google, ensuring we dominate attention during launch. In-store, every detail - from packaging to merchandise to the themed photo-taking spots - reinforces the experience. We’re turning McDonald’s into a destination.”

 Chao added, “This partnership brings together two of Hong Kong’s most beloved icons - the Ebi Series and CHIIKAWA DAYS - in a way that blends flavour, fun and cultural relevance. It’s about creating joyful moments for our customers, sparking excitement through a familiar taste and a character they love. This campaign is a celebration of what makes McDonald’s special - food that connects, and experiences that stay with you."

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