A Japanese bento chain has issued an apology after posting an April Fool’s joke about halting rice sales at its locations nationwide. Hokka Hokka Tei faced criticism for confusing customers about whether the statement, shared on X (formerly Twitter), was a joke. This confusion arose amid record-high rice prices due to supply chain disruptions in Japan.
Early on Tuesday, the franchise posted on its X account, saying, “We will stop selling rice at all Hokka Hokka Tei stores across the country due to the rising price of rice.” The post included a hashtag to signal it was part of an April Fool’s prank.
However, by the afternoon, the company had to clarify that it would continue selling rice at its stores. “The joke was too dark. We regret causing misunderstanding,” said a representative from the chain.
The rise in rice prices is linked to a poor harvest in the summer of 2023, which led to a shortage of rice for distribution in the following year. Additionally, an increase in foreign tourists has been driving up rice demand in restaurants.
