BODY: Snoopy is coming back to the conveyor belt. Japanese revolving-sushi giant Kura Sushi has unveiled the second and third waves of its collaboration with PEANUTS, the beloved comic starring Snoopy, Charlie Brown, and the whole gang. Wave 2 kicks off July 10, with Wave 3 following on July 24.
The campaign continues Kura Sushi's popular "Bikkura Pon!" gacha-style reward system, where diners earn a chance at a capsule prize for every five plates they finish. This time, the prizes lean into collectible territory. Wave 2 centers on original-design clear files—flat plastic document folders that are a staple of Japanese character merchandising and famously hard to resist for fans.
Wave 3 raises the stakes with something genuinely unusual: original-design sushi plates featuring Snoopy and friends. Rather than a throwaway trinket, these are functional dishware that tie directly to the dining experience, making them a standout pull for collectors who want a piece of the restaurant itself.
As with previous Kura Sushi character tie-ins, supplies are limited and distributed on a first-come, while-stocks-last basis at participating locations nationwide. Fans hoping to complete the set will want to time their visits to each wave's launch date, since popular designs tend to vanish quickly once word spreads on social media.
The insider take
Kura Sushi has quietly become one of Japan's most reliable character-collaboration machines, and the reason is structural. The Bikkura Pon gacha turns every meal into a low-stakes lottery, which nudges families to order "just five more plates"—a mechanic that boosts check sizes while feeling like play, not spending. Pairing that with an evergreen IP like PEANUTS, which spans generations here, is a near-guaranteed traffic driver during the slower mid-summer weeks. Expect long weekend waits at flagship Tokyo branches, and don't be surprised to see the sushi plates flipped on resale sites within days.
Originally reported by GAME Watch (Japanese).