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Tsukimi Burger For its 26th-anniversary renewal, Shido-san raves!
McDonald's Japan announced that it will launch a revamped version of its beloved seasonal autumn menu item, the Tsukimi Burger, for the first time in its 26-year history, starting September 6th.
The Tsukimi Burger, inspired by Japan's traditional autumn custom of "moon viewing," was first launched in 1991. Its combination of an egg resembling the moon, a 100% beef patty, and smoked bacon has been popular as an autumn seasonal treat. This time, it has been reborn as the "Second Generation Tsukimi Burger" series, featuring a richer, more intense flavor and depth from its secret sauce.
A launch event for the burger was held at the company's Tokyo facility on August 31, ahead of the sales start.
Senior Managing Executive Officer Mitsuru Adachi outlined the product and campaign details, explaining that in addition to the "Tsukimi Burger," "Cheese Tsukimi," and "Full Moon Cheese Tsukimi," a "Tsukimi Muffin" will be introduced for "Morning Mac." He also revealed plans for TV commercials featuring Kabuki actor Shido Nakamura as the campaign ambassador and a retweet campaign offering limited-edition McDonald's gift cards through a lottery.
Shigeaki Wakana, Senior Manager of the Menu Management Department, detailed the new products, including the enhanced secret sauce. He also announced the simultaneous launch of "Shaka Shaka Potato with Mentaiko Mayo" and "McFizz/McFlurry Yuzu" to coincide with the second-generation burger's debut.
As the stage curtain opened, Nakamura Shido appeared on a stage reminiscent of kabuki theater.
Shido delivered his succession speech: "Today, I have inherited the name of the second-generation Tsukimi Burger. I humbly request your passionate, passionate support!"
"I never imagined I'd be giving a speech at McDonald's. I was nervous, but happy," said Shido, a longtime Tsukimi Burger fan. "Autumn flavors are matsutake mushrooms and Tsukimi Burger!" he exclaimed, thrilling the audience. He also revealed his childhood love for McDonald's, sharing memories like being treated to meals after kabuki practice, birthday parties at the restaurant, and interactions with staff.
A wooden box was prepared on stage for a "sauce-opening" ceremony instead of the traditional sake barrel breaking. Shido-san tasted the first and second generation sauces, exclaiming "Richness, wow!" to laughter. After tasting the Tsukimi Burger, he praised it highly: "I think the renewal was an adventure, but this trinity of flavors is the best." He finished it in no time, looking thoroughly satisfied. Shido concluded, "I think both longtime Tsukimi Burger fans and first-timers will find the taste satisfying. Please give it a try."
The company will conduct a pre-release sale at 15 stores nationwide ahead of the official launch on September 6th.
Official website: http://www.mcdonalds.co.jp/campaign/tsukimi2017/
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