[Kappa Create x SUNNY SIDE UP] Kappa Sushi x Tomica: The Story Behind the Unprecedented Production Increase—Manufacturing Based on PR Concepts to Shape “Customer Empathy”

In November 2025, the “Campaign Tomica ‘Playable! Cars’ Giveaway Campaign” was launched at Kappa Sushi restaurants nationwide. Many locations ended the campaign early before the first weekend had even passed. This triggered a massive response across social media and news outlets, leading to an unprecedented decision for immediate additional production and a second distribution in December of the same year.

Behind this success were the brand policies valued by Kappa Sushi and the meticulous strategy proposed by SUNNY SIDE UP. We present a cross-talk between Yuka Ozawa of Kappa Create Inc., who oversaw the initiative, and Mayuko Hachisuka of SUNNY SIDE UP Inc.

Why a truck? Why a turret truck? The story behind the planning

—Could you both describe your respective roles?

Ms. Ozawa: I belong to the Public Relations and Advertising Department at Kappa Create. I manage everything that customers see, from Kappa Sushi’s TV commercials and novelty items to in-store signage and touch panel content. Our corporate motto is “Our customers’ joy is our joy,” and all our initiatives, including this collaboration, stem from this policy. We focus on creating and communicating things that will delight a wide range of generations, with a particular focus on families.

At the same time, these measures are not completed by the Public Relations and Advertising Department alone. They only take shape thanks to our group companies that support product procurement and quality control, the product team that constantly thinks of new menus and experiences, and the sales and restaurant staff who interact with customers on the front lines every day. We approach our work with the awareness that our role is to “deliver those thoughts to the outside world.”

Yuka Ozawa, Public Relations and Advertising Department, Kappa Create Inc.

Ms. Hachisuka: At SUNNY SIDE UP, I primarily provide end-to-end support from the planning to the manufacturing of original goods. For this collaboration, I was responsible for everything from project planning and coordination with TOMY Company, Ltd. to actual product development and PR. Our team doesn’t just make products; we use a PR-driven mindset to consider how to initiate communication using those items.

Mayuko Hachisuka, Leader, 7th Division, SUNNY SIDE UP

—What kind of ideas sparked this collaboration between Kappa Sushi and Tomica?

Ms. Hachisuka: First, we started thinking about goods that families would truly want. However, we wanted to create a project that wouldn’t just result in a temporary visit for the sake of the goods, but would make people like Kappa Sushi for a long time. Since Kappa Sushi plans so many wonderful experiences for its customers, we wondered if we could provide something that would contribute to a “great experience.” The idea was that through the experience of eating sushi, children could become interested in the “behind-the-scenes” aspects of how sushi reaches them—such as the fishermen who transport the fish and the people working at the markets—which could serve as a learning opportunity. The project began with the idea of “a Kappa Sushi vehicle that carries fish,” aiming to spark interest from an educational perspective for children.

Ms. Ozawa: Generally, we often receive proposals along the lines of, “This IP is popular, so a collaboration will be exciting.” However, SUNNY SIDE UP’s proposal was very refreshing because it was based on the perspective of “This is something only Kappa Sushi can do” and “It is meaningful specifically because it’s us, which would be difficult for other business formats.” They proposed many ideas besides the Tomica collaboration that eventually took shape, and all of them felt uniquely suited to Kappa Sushi.

While trucks and police cars are typically popular for miniature cars, they dared to choose a “turret truck”—a type of vehicle used in fish markets—to include elements that would catch people’s interest. They presented the proposal with a story on how to spread the word. That planning ability from a consumer perspective was the deciding factor for implementing the project.

Actually, as a mother of a preschooler myself, I approached this project from a parent’s perspective. I was genuinely moved as a parent, not just as a person in charge, by the idea of goods that could naturally help children learn about fish while they are engrossed in play. This personal resonance was a major driving force in moving the project forward.

A relationship where opinions can be exchanged freely for better manufacturing

—I heard there was a lot of trial and error during the development process.

Ms. Ozawa: For every single part, we went back and forth, saying things like “that color isn’t quite right” or “this color would be better.” They handled detailed feedback and trial and error over and over again. They matched the body color to the Kappa Sushi logo and adjusted the thickness of the turret truck’s steering wheel down to the millimeter…

Ms. Hachisuka: The “color of the ice” was one point where even our opinions were divided.

Ms. Ozawa: That’s right (laughs). You provided several patterns of transparent and light blue shades, and we checked with various people internally. SUNNY SIDE UP suggested that “a whitish look would suit it better,” but we argued that “it’s better to have a touch of light blue.” In the end, it was adjusted to a perfect shade that conveys the slushy feeling of ice just as it begins to melt.

Ms. Hachisuka: The commitment to the movement of the “tuna” was also incredible. Ms. Ozawa gave us various requests to make the tuna move realistically, saying “freshness is key.” Thanks to those efforts, we were able to finish it in a very realistic way. For the truck carrying “squid,” we also explored various options with the manufacturing factory and adjusted the lighting multiple times to find the most beautiful way for the squid to glow.

Ms. Ozawa: I believe the fact that you proposed gimmicks that make people want to talk about them—like “the squid glows?” or “the tuna moves!”—is something uniquely characteristic of SUNNY SIDE UP.

Ms. Hachisuka: Regarding the appearance of the “squid,” we had many exchanges to balance the cuteness of a miniature car with the realism of a living creature. The design of the eyes and suckers is the result of that pursuit. From a PR perspective, I was conscious of including easy-to-understand gimmicks like “glowing and moving” from the manufacturing stage. As a result, when it was introduced on social media and in the news, its appeal and fun were conveyed instantly through visuals. Also, the most important thing we considered was how to create a situation where customers would want to tell someone or show it off once they got it.

Ms. Ozawa: Another thing that surprised us was that SUNNY SIDE UP proactively and thoroughly checked the “safety aspect.” I thought it was truly impressive that they added stoppers to the parts at the very last minute to prevent them from falling off if dropped. As a brand that deals with fish, we wanted to be particular about the fish, but we lacked experience in manufacturing toys with gimmicks. We never would have noticed that ourselves, so they practiced manufacturing with a commitment to the safety of the people who would hold the items until the very last moment.

In the food and beverage industry, we focus daily on safety and security. We feel a great sense of trust in SUNNY SIDE UP’s attitude of standing on the same perspective and supporting the areas we should focus on as a brand from their unique viewpoint.

The largest response ever to a “unique Kappa Sushi experience”

—What was the response like once the campaign actually started?

Ms. Ozawa: In terms of the number of reservations, it was several times higher than previous collaborations. To be honest, we were a bit worried about the reaction because it was our first time setting the price at one car for every 3,500 yen (including tax) spent. However, I think the flow worked very well: parents became interested, and children came because they thought the cars were “so cute and I want one!”

Ms. Hachisuka: We also received feedback from TOMY Company, Ltd., saying that everywhere they went for business, people told them, “The collaboration with Kappa Sushi was amazing.” They evaluated it very highly. The supervisor even said, “Nowadays, people don’t usually pay this much attention to gimmicks.” We’ve been able to build a very good relationship, with them expressing a desire to work with Kappa Sushi again.

Ms. Ozawa: Within our company, we’ve received many reactions saying it’s the “best one yet.” While checking samples, employees from other departments told me, “The quality as a toy is amazing, but I’m also happy to see the commitment to the fish.”

Members of the product planning team, who deal with ingredients daily, and the restaurant staff who actually guide the customers, also said, “This is something I can hand over with pride.” It was a moment when I felt a sense of unity within the company. Seeing the initial customer reaction, we decided that speed would protect our trust and chose to release information at the same time as the production increase. SUNNY SIDE UP handled this very meticulously and smoothly. I’m truly glad they were able to accommodate such a tight schedule.

—How do you feel about your relationship as partners through this project?

Ms. Ozawa: SUNNY SIDE UP is a presence that stays closest to us. They are truly supportive and incorporate our requests, but they also provide even more accurate suggestions, saying, “How about this way? We think customers would be even happier with this.” I can feel their attitude of thinking together with us to align with what our brand should be. I feel we have built a relationship where we can speak frankly to each other about what is better without any hesitation. This is because they always provide reliable answers based on a deep understanding of Kappa Sushi’s mission, and I feel I can tell SUNNY SIDE UP anything. I hope we can continue to create various projects together that people will enjoy.

The reason this project received such a great response is thanks to SUNNY SIDE UP’s PR power, as well as our colleagues responsible for ingredient procurement and quality, the product planning staff involved in supervision, and the restaurant staff who handed the Tomica cars to customers on the front lines. As the Public Relations and Advertising Department responsible for communicating these measures, I want to continue doing work that also delivers the hard work of these behind-the-scenes teams.

Ms. Hachisuka: Precisely because it went well once, I want to further evolve the PR aspects, such as the way we communicate and expand the reach, so that people can experience what lies beyond. I want to continue creating “fun initiatives” together so that we can build new communication and expand the joy of visiting Kappa Sushi, not just for eating sushi but also through the experiences provided by the goods.

Kappa Sushi will continue to pursue “customer empathy” and provide not only delicious sushi but also a sense of excitement through experiences. SUNNY SIDE UP will run alongside that vision and continue to initiate “customer-centric manufacturing calculated backward from buzz-generation based on PR concepts.” Our strength lies in balancing PR-driven planning with a commitment to detailed gimmicks and safety. When you visit our restaurants, please enjoy the “unique Kappa Sushi experience” along with our delicious sushi.