{"id":50166,"date":"2026-04-15T09:58:43","date_gmt":"2026-04-15T09:58:43","guid":{"rendered":"https:\/\/daoinsights.com\/?p=50166"},"modified":"2026-04-17T07:47:37","modified_gmt":"2026-04-17T07:47:37","slug":"sushiro","status":"publish","type":"post","link":"https:\/\/daoinsights.com\/news\/sushiro\/","title":{"rendered":"Sushiro has let the wolf in\u00a0"},"content":{"rendered":"\n

Sushiro (\u5bff\u53f8\u90ce), one of Japan\u2019s largest and most influential kaiten (conveyor belt) sushi chains, teamed up with Chinese childhood staple Pleasant Goat and Big Big Wolf<\/a>, turning its stores into a bite-sized version of \u9752\u9752\u8349\u539f (Green Grassland).\u00a0<\/p>\n\n\n\n

The campaign got to a start with a teaser animation that felt made for fans.<\/strong> There\u2019s wordplay between \u72fc (wolf) and \u90ce (ro, from Sushiro), queue numbers that look suspiciously misprinted, and a handful of blink-and-you-miss-it in-jokes. It even sneaks in a plug for takeaway.\u00a0\u00a0<\/p>\n\n\n\n

\n
\"Sushiro\u00a0\"<\/figure>\n\n\n\n
\"Sushiro\u00a0\"<\/figure>\n\n\n\n
\"Sushiro\u00a0\"<\/figure>\n
Images: Rednote\/\u5bff\u53f8\u90ce<\/sub><\/figcaption><\/figure>\n\n\n\n

Visually, the brand made the right call: it sticks to the original animation style. No redesign, no over-polishing. Just straight nostalgia, delivered clean. Like its earlier Chiikawa collaboration, this one rolls out in phases. From April 6, the menu gets a themed refresh \u2013 kids\u2019 sets, oversized sushi platters, and a soft, slightly indulgent osmanthus mousse. Orders come with merch that backs the strategy: PVC pouches, stickers, ice cream spoons, acrylic charms. Small items, high collectability. <\/p>\n\n\n\n

Spend a little more and the collaboration opens up. Bills over RMB 100 unlock limited-edition character cards, with extra add-ons like branded plates, badges, and blind boxes available to purchase. Notably, this round feels more price-friendly. The barrier is just low enough to keep the access easy and impulse high. <\/p>\n\n\n\n

\"Sushiro\u00a0\"
Image: Rednote\/\u5bff\u53f8\u90ce<\/sub><\/figcaption><\/figure>\n\n\n\n

The colab runs offline too<\/strong>. Fourteen stores have been re-skinned into Green Grassland, with themed table mats, ordering screens, and interiors that push the experience beyond the plate. Then there\u2019s the live moment: on April 12, characters dropped into the Guangzhou Yuehui City store for photos, interactions, and instant keepsakes.\u00a0<\/p>\n\n\n\n

It\u2019s familiar territory for Sushiro by now. Take a well-loved IP, layer it across product, space, and collectables, and let nostalgia do the heavy lifting. But this time they\u2019ve shown a real deft hand in how to tie collaboration into more purchases and collectibility.\u00a0<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Sushiro (\u5bff\u53f8\u90ce), one of Japan\u2019s largest and most influential kaiten (conveyor belt) sushi chains, teamed up with Chinese childhood staple Pleasant Goat and Big Big Wolf, turning its stores into a bite-sized version of \u9752\u9752\u8349\u539f (Green Grassland).\u00a0 The campaign got to a start with a teaser animation that felt made for fans. There\u2019s wordplay between […]<\/p>\n","protected":false},"author":2,"featured_media":50167,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[2],"tags":[69,62],"class_list":["post-50166","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-industries-food-beverage","tag-news-marketing-branding","has-thumbnail"],"acf":[],"yoast_head":"\nSushiro has let the wolf in\u00a0 - Dao Insights<\/title>\n<meta name=\"description\" content=\"Sushiro has teamed up with one of China's most recognisable IPs and combined the collaboration with some tip top incentives.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/daoinsights.com\/news\/sushiro\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sushiro has let the wolf in\u00a0 - 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