A Japanese franchise known for its bento boxed lunches has apologized after it posted an April Fool's joke saying it would no longer sell rice at its chains across the country.
Hokka Hokka Tei quickly faced backlash for causing confusion about whether its statement on X was actually a joke, as rice prices have jumped to record highs due to supply chain disruptions in the country.
In the early hours of Tuesday, the company posted on its account on X, "We will stop selling rice at all of our Hokka Hokka Tei stores across the country in view of the surging price of rice."
The post attached a hashtag to connote it was an April Fool, but the franchise was compelled to clarify in the afternoon the same day that its stores will continue to sell rice.
"The joke was too dark. We regret causing misunderstanding," a representative from the chain said.
The spike in prices is the result of a poor harvest in the summer of 2023 that reduced the amount of rice available for distribution the following year. A sharp climb in foreign tourists has also been cited as driving up rice consumption at restaurants.
© KYODO
17 Comments
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Jay
I think what they're really saying sorry for is that they're SORRY Japan's idea of “humor” is basically limited to a guy in a giant bowtie falling into a kiddie pool while screaming “EHHHH?!”
The fact that a harmless April Fool’s joke about rice triggered a nationwide corporate apology just proves that unless it involves whacky glasses, exaggerated reactions, or someone getting smacked on the head with a plastic hammer, I guess it’s simply not considered "funny" here.
Newgirlintown
Bit of a rubbish joke.
And, “A sharp climb in foreign tourists has also been cited as driving up rice consumption at restaurants.” Yeah, better to blame it on the ‘foreigners’ rather than factors such as climate change.
Hercolobus
Silly American tradition. Eradicate it from Japan
Namahage
@Hercobolus.
Actually , it's French,and watch out for having a fish pinned onto your back.
Not many good jokes this year.
Perhaps the actual world is more foolish than ever?
MarkX
I don't mind the joke, and as stated above, people's idea of funny in Japan is sometimes off the wall, but in these trying times with rice prices doubling and people not being able to buy it, it was not the best idea to post it. Unfortunately for Hokka hokka, their timing was off.
YeahRight
I thought April Fool's was pretty much eliminated after COVID. I guess not.
Chico3
I thought it was funny. It's April Fool's. What did you expect? My coworkers sometimes would play April Fool's jokes at my work. You just have to be careful about it.
owzer
Should have said “due to high rice prices, we are switching to lice”
Namahage
@owzer Perhaps a nomihodai?
With recent vermin discoveries, perhaps not.
wallace
I read wages to be increased by 25%. Then I checked the date.
Speed
Jesus, these people need to lighten up. 90% of all their bentos have rice. It was obviously a joke and pretty good considering the stupidly high prices for it.
zulander
apologise for the fact that most people don't have a sense of humour.
tora
Japan can be so rigid it's not funny. People here reallg need to get their marks off, lighten up, smile and had some fun. Come on japan, you can do it.
commanteer
I agree it's a rather stupid tradition. Fine for kids and people with nothing better to do, but most companies jumping on the April Fools bandwagon miss the mark. I mean, what is exactly funny about "we will stop selling rice?" I don't think there has been an effective April Fools prank since Orson Welles's radio broadcast on a Martian invasion.
KyotoToday
commanteer
Wells did that in October. Also, you appear to know nothing of the Swiss Spaghetti Harvest - among many others.
CaptDingleheimer
What Jay said.
ClippetyClop
Nothing. Neither imaginative nor amusing.
I suppose it gets them in the news and gets them a few more orders.